AS Watson aims for smiles

Health and beauty retailer AS Watson Group has launched two digital marketing campaigns, a viral video and a “We Smile” web app, to supports its philanthropic endeavours.
Both campaigns were launched via social media and the company’s digital platforms in Hong Kong – Fortress, Mr Juicy, PNS, Watsons, Watsons Water and Watson’s Wine.
Viral Video
To celebrate its 175th anniversary, and in support of the government’s Appreciate Hong Kong Campaign, AS Watson launched the campaigns under its Project LOL philanthropy program to give back to its home city and serve the community.
As youth education has been a key focus of Project LOL, the AS Watson viral video has been released through YouTube influencer FHMedia. The project aims to bring “lots of laughs” to the Hong Kong community, to give the city a positive energy, says the retailer, which commissioned Prizm to make a “smile meter” in form of web app. People are encouraged to upload cheerful photos, and a face-recognition system developed by Prizm will rate the smile.
Wesmile web application

“The digital marketing campaign is about encouraging people to show appreciation of each other, and share their smiles with friends and families,” says AS Watson COO Malina Ngai.
AS Watson, established in Hong Kong in 1841, is the largest international health and beauty retailer in Asia and Europe, with 12,400 stores in 25 markets. Each year, more than 3 billion customers and members shop with its 13 retail brands, both in stores and online. It has more than 120,000 employees worldwide, including 12,800 in Hong Kong.
Prizm is a digital marketing and eCommerce company with more than 150 local and global clients.


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