REJURAN was already a well-known brand among those who had visited dermatologists, particularly recognized as a leading skin booster injection brand. It had grown based on product quality and word of mouth without specific advertising campaigns. However, for general consumers who were not highly invested in skincare procedures, the brand was still relatively unfamiliar. The mission of the campaign was to make REJURAN a recognizable and preferred choice for even less involved consumers, encouraging them to consider or specifically request REJURAN treatments.
REJURAN is a product that activates the skin's inherent regenerative capabilities, providing overall skin improvement. While it had been featured in various reviews by skincare professionals within clinics, advertising its efficacy and effects presented challenges.
The main obstacle was that REJURAN is classified as a "medical device," subject to a more stringent set of criteria under the separate "Medical Device Advertising Standards" established by the South Korean Food and Drug Administration. Advertisements could only convey messages approved by the FDA for the authorized usage of the product. Even comparisons with other products or metaphors related to similar categories were restricted, making it challenging to convey the unique advantages of REJURAN in a consumer-friendly and compelling way.
Despite these limitations, we identified a potential strategy by understanding the consumer decision journey (CDJ) of individuals deciding to undergo dermatological procedures. Most people actively seek information and reviews online when they feel the need for skincare treatments. Even well-advertised brands could raise suspicion if positive online reviews were scarce. (According to HS Ad's internal survey results, among those who had experienced skincare procedures, 78.2% responded that they actively search for online information, reviews, and content during the decision-making process.)
REJURAN, having grown through word of mouth and recommendations, already possessed numerous positive online review contents. Therefore, by generating curiosity about REJURAN and encouraging consumers to search for themselves, we believed that they would naturally discover the exceptional efficacy and effects of REJURAN, leading to decisions in favor of REJURAN treatments.
1 Campaign planning to imprint the brand name
A campaign was planned to firmly imprint the brand name "REJURAN." Minimizing product information, the focus was on repeating the concise message “Meet REJURAN" to engrave the brand name and evoke curiosity about what REJURAN is.
2 Selecting words that demonstrate identity
The word "Meet" signified the identity of REJURAN as an injection treatment product and expressed REJURAN's confidence as the most suitable choice among various skincare solutions. To enhance the impact of the key message "Meet," boxing gloves were used as a visual element to represent another interpretation of "Meet."
3 Impactful use of visual objects
The boxing gloves were utilized to convey the effects of REJURAN as a potent solution, symbolizing a powerful "shot." As an audacious object not commonly used in beauty category ads, it was considered an eye-catching element.
4 Insertion of text/search bar to encourage searches
Towards the end of TV ads, text and a search bar were inserted to actively induce consumers to search for REJURAN. This was structured as a "Search Induction Trigger" to effectively play its role.
Following the campaign, the keyword search volume for "REJURAN" on major portal sites increased by an average of 257% compared to before the campaign. Positive buzz volume related to REJURAN on social media also increased by 550% compared to the same period the previous year, creating online issues as a result of TV ad execution. Consequently, REJURAN recorded the highest brand search volume among skin booster brands, firmly establishing itself as the first brand that comes to mind when thinking about skin boosters.
REJURAN’S sales also saw overwhelming growth. Skincare procedures often involve hurdles such as the inconvenience of hospital visits and concerns about price and side effects, making immediate sales conversion challenging. However, during the REJURAN campaign, consistent monthly sales growth was achieved, and at the end of the campaign, sales had grown by 60% compared to the same period the previous year.
In addition, sales of REJURAN cosmetics, which had not been separately advertised, also increased. By displaying the REJURAN Cosmetic online mall in search results when searching for REJURAN, dramatic results were achieved, with overall sales increasing by 133% compared to the same period the previous year.
This success was a result of astutely leveraging consumer behavior patterns when deciding on skincare procedures. Overcoming the limitations of medical device advertising with a simple advertising message that leaves the brand name and utilizing the existing asset of "genuine reviews from those who have tried it," the campaign successfully created a launch campaign.
