Webisodes that are an essence of you
Designer brand Cacharel developed a web series which bears the same name as one of their fragrances Amor Amor. The show follows a character named Emma through her blog posts on a variety of topics: beauty rituals, love experiences and cultural tips. Viewers are invited to comment and participate in the writing exercise for future episodes.
Why it matters
The web series tries to embody what love represents for the brand’s target audience. By inviting viewers to collaborate in the evolution of the series, Cacharel is probably betting that the audience will relate more closely with the story and ultimately, the brand.
Can a web series be an effective way to reinforce female customers’ loyalty?
Johnson’s Baby in Portugal has launched an online competition that offers winners and three friends a free photo shoot. Participants are simply required to take a photo of their legs after using baby oil and send it in.
Nstyle is a popular nail salon chain that has launched its own nail polish range. Each color in the range has a locally relevant name such as “Helwa” (the word beautiful in Arabic); Jumeira Jane (the nickname of the well-to-do housewives in the upscale neighborhood of Jumeira); “Faraya Flakes” (Faraya is well-known ski resort town in Lebanon) and so on.