Digital agency First wins Sukin’s live pitch at Mumbrella360

Digital agency, First, has won a live pitch to work with natural skincare label Sukin at Mumbrella360.

The agency’s head of operations, Matthew Ware, pitched a campaign to Sukin’s marketing director Tina Randello and Adam Ferrier from the brand’s creative agency Thinkerbell, which involved leveraging voice activation technology to create a Sukin brand experience at home and in-store.

Sukin’s brief to the agencies asked them to get consumers to make the switch to natural products, based on the insight that while 50 per cent of Australian women stated they prefer to use natural skin care products, however it only forms 20 percent of skin care sales. The proposed strategies also had to explain to consumers what natural skincare is, and prove that natural products work as well as synthetic. Sukin was also looking to further its penetration into the US.

Ware proposed including prompts at the end of video advertisements for consumers to ask their Google Home device or Pixel phone to “ask Sukin for a sample pack” and after releasing some information from the user’s Google account, the brand will send them samples to test the natural products.

“If you go to the US you will see a huge number of their television commercials that finish with ‘text this keyword to this number to be able to get your free sample’ it’s the biggest way that they do it. The problem is you have to remember the word, remember the number, take out your phone and bring that up, put it in, send it and hope that it all works,” Ware said.

“But with [smart speakers] the ubiquity is that they are already there.”

In-store Sukin displays will also prompt consumers to ask their phones about the brand, which would then suggest products and provide discount codes.

In delivering her decision on the pitch winner, Randello said that she was excited by the prospect of First’s technology to penetrate the US market.

“I’m really excited about this. This is a new technology and I think particularly given the US is a really critical market for us at the moment, you know we’ve got some really exciting things happening from a distribution point perspective,” Randello said.

“I really love the notion of adding a call to action onto our advertising. I really love the idea of building a chatbot into a retail environment because more and more we’re pushing into environments where there is no one there to serve you.”

The other pitches came from Brandcrush, Whooshka, Change Room and Lexer.

Teresa Aprile CEO and co-founder of Brandcrush, proposed Sukin utilises the Brandcrush platform to bring fitness studios that attract women, such as yoga and pilates studios, on board to provide free samples of Sukin products.

Robert Loewenthal, founder and CEO of Whooshka demonstrated the range of ads that Sukin can integrate into its range of podcasts using the audio content platform.

Change Room co-founder, Shelley Matulik, pitched a pop-up for stores, shopping centres and high traffic areas. A bathroom vanity set-up would provide the perfect location for people to take a selfie, which would then be projected onto a wall of Sukin’s rose toner mist.

Finally, CEO of Lexer, David Whittle, gave a live demonstration of the data analytics platform to show how it uses data to better engage with consumers and gives a visual representation of the results to the marketer.


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