Lighting up an entire nation

With the pandemic restricting public gatherings, the essence of Vesak Day's celebration faced a threat of being overshadowed by the inability to celebrate collectively. The challenge was not only to keep the tradition alive but to do so in a way that was safe and accessible to all amidst health concerns.

Challenge

Vesak Day, a pivotal celebration for Buddhists globally, commemorates the birth, enlightenment, and passing away of Lord Buddha. Traditionally marked by vibrant festivities, communal gatherings, and religious activities, the COVID-19 pandemic posed a significant challenge, preventing the usual large-scale celebrations and leaving the community longing for a way to observe this sacred day.

Solution

To deepen its impact, Velvet collaborated with skin care experts to create an online skin meter. This tool simplified the process of assessing skin dryness, requiring users to answer a brief questionnaire. The results offered an insight into their skin's dryness level, coupled with personalized product recommendations from Velvet. This direct approach not only educated users but also seamlessly integrated a solution by guiding them to Velvet's product range for purchase.

Execution and Result

Velvet's Avurudhu campaign on social media achieved impressive results with minimal media spend:

• Reached over 5 million people, demonstrating broad appeal and effective targeting.
• Garnered nearly 700k engagements and over a million video views, indicating strong audience interest.
• Gained 450 new Facebook followers, expanding its online community.
• Achieved a low cost per 1k reached of only 43 cents, highlighting cost-efficiency.

This campaign creatively integrated cultural elements with brand messaging, enhancing Velvet's association with skincare ingredients during Avurudhu celebrations. It not only boosted visibility and engagement but also set a new benchmark for culturally resonant marketing, deepening consumer appreciation for Velvet's product range.