International ad campaign
The assignment pitched to my International Advertising class was to pick a product from one country to be placed in another country where the product would be beneficial to their market. After extensive research on hardships each country faces, we found that the leading cause of cancer in Australia, as well as most deaths, was skin cancer. Since Korea is known for their skincare and clean products, we chose to take a highly rated Korean skincare brand, Nature Republic, and place one of their sunscreens into the Australian market and integrate it through a complete ad campaign.
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Contributors: Miranda Morrone, Claudia Vigue, Alana Shapiro, Mariella Rossi,
Sarah Flynn, and Meredith Orne
Objective: Advertise Nature Republic California Aloe Waterproof Sun Block to Generation-Z Australians
The intention of this campaign was to advertise South Korean sunscreen by Nature Republic to the primary and secondary targets of Gen-Z and Millennial Australians, respectively. This was decided through research that showed 2-in-3 Australians will be affected by skin cancer by the time they are seventy-years-old. The strategy is to appeal to Australians through a benefit-focused campaign: highlighting both skin safety as well as environmental safety for their coral reefs through the use of natural ingredients.
Overview
Nature Republic California Aloe Waterproof Sun Block prides itself on its SPF 50+ and PA++++ protection, as well as its use of aloe vera extract to enhance sun protection.
SWOT
Well-known and respected Korean skincare brand, but may not be well-known amongst Australians. Currently shifting from a local to global brand, but they are in a large market with a lot of competition.
Objectives
Increase sales by 10%, increase brand awareness in Australia by 2028, increase website clicks by 10% each month of campaign, increase positive brand engagement by 15%
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