Aveeno #SootheNotScratch

Introduction to Campaign (Challenge)

Itch > Scratch > Relief > Repeat

The skin’s itch cycle is short but brutal.

People around the world suffer from eczema and/or dry, itchy, sensitive skin regardless of age, skin colour, gender and race. Many even suffer from low self-confidence due to their skin condition.

Aveeno – an American beauty brand specialising in lotions with a 70-year history as a wellness pioneer – aims to tackle this issue to restore consumers’ comfort and confidence.

"Why not soothe instead of scratch?"

This question won us the pitch with Aveeno Malaysia which blossomed into a full 360 campaign.

Our goals:

• Educate that delaying the pressing skin-mergency only worsens the itching.

• Imbue the knowledge that Aveeno brings effective, long-term benefits with the power of oats compared to scratching with short-term relief.

With the primary theme set around the idea of “#SootheNotScratch”, we’re helping Aveeno communicate the assurance, confidence and fast results one can get by using Aveeno products. When one uses Aveeno instead of scratching, they feel a soothing relief as fast as 60 seconds*.

*For Aveeno Skin Relief Moisturizing Lotion only

The Solution

Our Q1 campaign is focused on two of their best-selling variants:

Aveeno Skin Relief Moisturizing Lotion

Aveeno Baby Soothing Relief Moisturizing Cream

Videos

From story-boarding to adaptations, we produced 4 different videos to raise awareness about the products, benefits, and the powerful role of oats as the key ingredient.

Interactive Vending Machine

4 vending machines dispensing Free Samples are placed around high-traffic shopping malls(KL & Selangor). The mechanics are simple: Play a quick game, answer a quick quiz, and get a free sample.

Targeting specific types of audience – women, children, and women with children – locations of the vending machine & sample variants are carefully chosen based on the demographic of the area. For example:

High traffic of female visitors

• IOI City Mall

• Sunway Pyramid

• Sunway Velocity Mall

High traffic of women with children

The Parenthood, Sunway Pyramid

Social Media Awareness

To get more consumers to visit and interact with the vending machines, social media announcements complete with enticing visuals and captions were posted prior to the vending machine events.

Digital Out-of-Home Advertising (DOOH)

Placed at multiple strategic locations, the DOOH features a “Come Scratch Me” prompt to entice people to stand in front of the screen. The video then proceeds to educate about the consequences of scratching the skin as well as the powerful benefits of using Aveeno products to soothe the skin.

The Result

More than 5,000 lotion samples were redeemed by consumers in the span of 12 days! Additionally, we managed to collect consumer data that will be useful for Aveeno’s future marketing campaigns.