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.

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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.

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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.

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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.

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