8. Viral were planted on various sites to create an intrigue value about 'skin
expertise'
•Facts about skin care which are bizarre and whacky.
•Made a flash video about the crazy and funny beauty treatments to people.
E.g. Using leeches to keep your skin young. Establish the bizarreness of
ill-informed advice versus Kaya's expertise in skin care.
Communications touch points
TV - Spots & Branded Content; Interactive - Online Ads, Web site, viral video,
social networking
sites, Print (Magazines), New media - Mobile Phones, Retail - Sampling/Trial,
OOH - Billboards,
Direct Marketing - Emailer
Other marketing components used in this effort: Free Skin Analysis

14. Click to Play TV Commercials
Experiment:
http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=7043&media=TV
Skin Experts:
http://www.afaqs.com/perl/advertising/creative_showcase/index.html?id=16075&media=TV

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Disclaimer: This case study is for informational purpose only and for any details contact Anish.Daryani@rediffusionyr.com