Case study on Yves Saint Laurent HK’s mobile campaign— comic creation experience enabled by mobile optimized Facebook app

(13 Jun, 2014) For the launch of a new makeup range ‘Kiss & Blush’, which can be applied as both blush and lipstick, Yves Saint Laurent (YSL) has created a Facebook app compatible on multiple devices to reach fans anytime, anywhere.

Prompt user-generated content by personalizing the makeup experience, making you feel special
To let fans experience the new products integrated with the campaign theme of ‘being playful’, fans are invited to create comics of their own appearance.

More than a thousand of appearance combinations associated with YSL makeup are available to be mixed and matched, giving fans an unusual sense that their pieces of works are distinctive from others. 

After creating your own comics, you are to choose 1 out of the 3 classic quotes from its founder Yves Saint Laurent. In such a way, the brand subtly stresses the brand image as being timeless, elegance and passionate.

Localize campaign elements to enhance emotional proximity with fans

All the comic components in the campaign were designed by the regionally renowned local illustrator, Micko Chan. This integration deepens the emotional connection of the brand with fans. It also strengthens the sense of artistry associated with the products.

UI & UX excellence featuring mobile optimization

The most common problem for the mobile Facebook apps is scrambling too much content on a mobile screen that the size is only a portion of desktop’s.

In contrast, YSL’s app considerately displays only the key elements on mobile screen. Major messages, visual and call-for-action are placed most prominently. The organized composition drives audience’s attention strongly to the next action without being distracted by overcrowded content. 

As 92% of Smartphone users in Hong Kong access Facebook on mobile, a Facebook app being mobile optimized will impact on how fans experience the rest of the content and determine the effectiveness of other strategies deployed in a campaign.

***Facebook app link: https://www.facebook.com/yslbeaute.hk/app_280069072159694