We were tasked with increasing Kiehl’s brand awareness and sales on Singles’ Day. The internet floods with lucrative deals on Singles’ Day—a Chinese festival celebrating singledom. This meant that to catch our target group’s attention—Chinese Canadian females—we needed a campaign which would set Kiehl’s apart from its competitors as a quality skincare brand and also, increase sales.
Chinese Canadian females abide by the community’s beauty standards and are pulled by modernistic advertising with cultural elements.
Place Kiehl’s as a regular-usage brand for Chinese Canadians by speaking to them through cultural elements.