Anna Sui to captivate fans with social media

Hong Kong - Anna Sui has dipped into social media by rolling out its first Facebook game supported by other promotional touchpoints to introduce its latest range of super black mascara.

The campaign targets digitally savvy consumers with its core target audience women between 20 to 29 years old.

The objective of the campaign is to generate and extend reach as well as create interaction with users and finally drive traffic to Anna Sui counters.

Euro RSCG developed the campaign using social networking tools such as an interactive Facebook application, which has already been downloaded by more than 2,300 users barely a week since its launch.  

The application encourages users to interact with the new range of mascara through virtually applying the mascaras to their photos and sharing the game with friends that would entitle them coupons to redeem at Anna Sui stores as well as a chance to win gifts.

Apart from online banners and social ads on Facebook, the campaign features a product mini-site, how to videos on Youtube, eDM, sms and in-store materials based on the tagline, "Long lashes that captivate- be the Anna Sui Captivating Star." 

The creative idea is based on the concept that the eyes are the window to the soul and the secret to captivating eyes is long, luxuriant and ultra-glossy lashes. Wearing Anna Sui super black mascara highlights the eyes and give women the power to captivate their audience.

Yuki Wan, account director, digital for Euro RSCG Hong Kong, said the captivating star campaign puts digital at the core, directly reaching out to Anna Sui's target audience.

"The online and offline touch points mean consumers are able to truly connect with the brand and attain a virtual product experience that is both flirtatious and fun," she added.

The campaign is now running in Hong Kong, Taiwan and Korea.

Euro RSCG developed creatives and Mediacom handled media buying and planning for this campaign.