The Moodies – Corporate Social Responsibility Campaign
Best Corporate Social Responsibility Campaign
Winner
KOSÉ Travel Retail – SEKKISEI Save the Blue Project
Japanese beauty brand SEKKISEI, under the ownership of KOSÉ Corporation, has been a torchbearer for clean and eco-friendly skincare practices. With a conservation footprint in over eight countries, SEKKISEI extended its sustainability efforts to the travel retail channel in 2022 and 2023. Similarly, KOSÉ Travel Retail has been directing its efforts towards the restoration and protection of mangrove forests in Hainan.
SEKKISEI hosted livestreams and ran a sampling drive on WeChat to promote the campaign
In July and August, KOSÉ Travel Retail unveiled an immersive campaign highlighting SEKKISEI products alongside the skincare brand’s environmental mission: Save the Blue. The project was started by SEKKISEI in 2009 to save endangered coral reefs in Okinawa, Japan. It has now expanded to China, South Korea, Thailand, Singapore, Malaysia, Indonesia and the US.
The exclusive campaign was strategically executed through various touchpoints of the customer journey (pre, in and post trip). A budget of €250,000 (US$269,457) was allotted to online and offline activities across Mainland China and Hainan.
The campaign’s main goal was to fund coral conservation activities in Hainan through the purchase of an eligible SEKKISEI lotion during the campaign period. For every bottle, RMB5 (US$0.70) was put towards the Save the Blue mission.
KOSÉ Travel Retail aimed to strengthen brand awareness through this campaign with its objective of a sales share of 50% for SEKKISEI lotion purchases. The online customer impression rate was 80 million by the end of the campaign.
The target audience encompassed skincare brands and sustainability enthusiasts between the ages of 20 and 45. The campaign strategy adopted a customer-centric approach with strong emphasis on pre- and post-trip engagement. It unfolded as a multimedia spectacle, supplemented with offline initiatives during the journey while fostering partnerships with agents and retailers for cost-effectiveness and customer retention.
In-trip initiatives included exclusive gift wrappings, pop-ups and Hainan-exclusive offerings at SEKKISEI global counters, accompanied by a limited-edition Save the Blue-themed notebook.
The post-trip phase offered an additional livestream on the Sunrise Home Delivery platform, stimulating product purchases.
Thanks to Save the Blue, SEKKISEI helped reforest 1,666sq m of mangrove forests in Hainan
The Save the Blue online and offline activities generated over 34 million impressions. The Sunrise livestreaming event garnered 65,000+ views, boosting sales. Offline activations saw more than 25,000 applications for online sampling and lucky draws surpassed the initial target of 3,000.
Considering that the primary objective of this campaign was to enhance brand awareness and contribute to environmental restoration, the outcomes reveal a successful and higher-than-anticipated increase in brand engagement.
The Moodie Davitt eZine The Moodies 2023
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