TASK
Instead of participating in Black Friday’s hyper-consumerism, The Ordinary by DECIEM rolled out its annual "Slowvember" campaign to battle impulsive overbuying. By offering 23% off for the entire month, The Ordinary avoids competing with other brands and gives consumers the necessary time and space to make more mindful purchases.
EXECUTION
Phase 1: Experiential Event Strategy. The Ordinary and PLUG co-hosted a selective top-tier media, influencer, and VIP client event with wellness partner SHELTER Athletics at GROA in Repulse Bay. Celebrating the spirit of "doing things slowly" through live portrait sessions, bespoke skincare consultations, and curated conversations with the brand team, we created a high-quality, meaningful experience that authentically conveyed Slowvember values to guests.
Phase 2: Press Release Pitching. A comprehensive, bilingual press release was distributed on the event day to all Hong Kong lifestyle, beauty, and wellness media. The narrative was focused on the campaign’s core values of conscious consumerism and "buy only what you need". Through personalised pitching, we successfully drove extensive coverage that amplified The Ordinary’s brand ethos and differentiated it from typical Black Friday and mass retail noise.
Phase 3: Seedings and New Product Introduction. We further capitalized on momentum by reintroducing the latest Sulfur 10% Powder-to-Cream Concentrate at the event and sending targeted, bespoke skincare regimen kits to key media and KOLs who could not attend. The tailored seedings ensured sustained awareness and coverage while reinforcing strong media and influencer relationships.
RESULTS
Our strategic approach and memorable launch event generated a successful campaign with massive sustained momentum.
Generated 75 pieces of coverage with 2.98M+ circulation over a 1.5 month period
38 target event guests including notable journalists from Vogue, GQ, Cosmopolitan, Harper’s Bazaar, #legend and more
