The Book of Revelations
Procter & Gamble
Issue 1 | July 2008
Agency
Arc Worldwide Philippines
Creative Team
Raymond J. Legaspi - Executive Creative Director ;Aina A. Remalante - Associate Creative Director/Writer ;Joan Z. Mateo - Art Director ;Robert B. Perez - Graphic Artist
Production Team
Rey Dantes
Other Credits
Ines Artadi ;Stel Angeles
Date
January 2006
Background
In the Philippines, awareness for P&G products are mainly confined to bath and laundry soaps. Yet in other parts of the world, P&G is also known as the distributor of top-of-the-line beauty products such as S2K make-up, Olay, and Lacoste and Boss fragrances, among others. This arm of P&G is known as P&G Beauty. P&G wanted to familiarise the Philippine market with P&G Beauty products by tapping influencers such as beauty and fashion experts. Arc Worldwide were briefed with inviting beauty and fashion experts to join a programme called the P&G Beauty Exchange where these experts could learn more about the products and thereby eventually endorse them.
Idea
Instead of simply sending out invitations for these experts to be programme participants, the agency came up with an invitation that doubled as a makeover workbook that the recipient had to fill out. Inspired by shows such as ‘Queer Eye for the Straight Guy’, the workbook tugged at the heartstrings of the recipients by saying that they can make a world of difference in the life of the average Filipina by sharing their expert advice and by joining the P&G Beauty Exchange programme.
50 experts from the field of beauty and fashion such as make-up artists, hair stylists, dermatologists/plastic surgeons, fitness and wellness gurus, fashion designers, beauty and fashion editors and columnists were sent the mailer. They were presented with two tasks: the first instructed the beauty expert to reveal Nancy’s good looks by giving her a makeover with the aid of photographs found in the workbook. The second asked the recipient, upon completion of at least one makeover page, to send in his or her work to P&G in order to join the P&G Beauty Exchange programme.
Results
The campaign received a favourable 14% response rate from its target audience. Many respondents went beyond what was expected of them. Although they were asked to fill out at least one page of the workbook, many filled out all four pages.
Target Audience
Experts from the field of beauty and fashion such as make-up artists, hair stylists, dermatologists/plastic surgeons, fitness and wellness gurus, fashion designers, beauty and fashion editors and columnists.
Size
Small and exclusive, the campaign targeted only 50 of the country’s top beauty and fashion experts.