Merz Aesthetics
– My Serendipity Journey (MASJ)
Medical Aesthetics
*Account won and managed under Meet Isaac Pte Ltd
Category
Brand Pitch
Social Media Strategy
Copywriting
Influencer Strategy
Engagement
Year
2019 – 2020
As part of the pitch team for Merz Aesthetics and the social content strategist in-charge, I planned the overall digital content strategy for Merz Aesthetics - My Serendipity Journey (MASJ) campaign account.
After successfully securing the brand pitch in 2019, I was put in charge to oversee the execution of the proposed social strategies and the development of a regional toolkit for use in the Asia Pacific region.
Challenge
To create a social media strategy that strengthens communication of the MASJ social movement - empower women to take charge of their beauty, and change beauty perceptions towards aesthetic treatments.
Target audience: 25-40 year old women living in Asia interested in beauty, makeup and aesthetic treatments.
Approach
Through market research, we discovered 2 main key insights:
Key Insight 01
Asian women are receptive to aesthetic treatments, but do not openly talk about it for fear of judgement.
Key Insight 02
Most women have the misconception that aesthetic treatments involve a lot of pain and downtime.
This led to our development of the big idea:
“Dare to be YOU:
Don’t be beautiful, be YOU”
where we focused on empowering women to be the best versions of themselves.
After all, beauty is merely a social construct.
This paved the outline of our
social strategy ↓
Social Media Strategy
We focused our social strategy on 3 key areas:
Educate, Entertain, Empower.
01
Educate
Our aim here is to dispel any misinformation or negative stereotypes surrounding the topic of aesthetic treatments.
To do this, our content focused on educating consumers about aesthetic treatments and being openly transparent about MASJ's aesthetic treatment processes.
If you've always dreamed of naturally poutier lips, hyaluronic acid lip fillers can help you achieve that. 💋 Watch our video to learn more about the process and the secret to a beautiful lip. Seek professional advice via our link in bio ☝️ #MASJ #myserendipityjourney #delightfuldiscoveries #MerzAesthetics #HAfillers #effortlessbeauty
Can Hyaluronic Acid dermal fillers help you achieve that optimal V-shaped face? Swipe left to find out!
02
Entertain
To keep things light-hearted and interesting, we also weaved in fun, trendy topics - related to beauty and aesthetics - in our social content to keep audiences coming back for more.
Ever heard of "Cherry" or 체리 (Cheli) lips? 🍒💋 It is popularised by Korean celebrities for a fuller, more youthful look. ✨ Swipe left to find out how cherry lips got its name and how you can achieve it! #MASJ #myserendipityjourney #delightfuldiscoveries #MerzAesthetics
It's time to make Glycolic Acids your new skincare BFF! 👯♀️💖 Did you know? Glycolic acids are gentle chemical exfoliants derived from sugar rich foods such as sugar cane and fruits. 🎋🍎🍓🍊🍇 Why we love it: 💛 It removes dead skin cells, unclogs pores and prevents acne. 💛 It speeds up skin cell turnover to reveal fresher skin! 💛 It's a great anti-aging ingredient. Look out for this ingredient in your skincare products to achieve a glowy and radiant complexion! #MASJ #myserendipityjourney #delightfuldiscoveries #MerzAesthetics #HAfillers #effortlessbeauty
Instagram Stories series: Post aesthetic treatment aftercare DIY mask ideas
03
Empower
Here, we signal MASJ's intention to empower women to take charge and own their beauty.
Through empowering quotes and interviews with real women who have had aesthetic treatments done themselves, MASJ serves as a safe space for the target audience to feel accepted, and express themselves freely.
Here's a reminder for you: You are beautiful just the way you are. Beauty comes in many different shapes, forms and colours, and that's what makes each of us so unique and special. Don't be afraid to embrace yourself for who you really are, own that beauty and be proud of it! Tag a friend who needs to be reminded of their beauty ❤️ #MASJ #myserendipityjourney #delightfuldiscoveries #MerzAesthetics
As an online content creator and mother, @kat_chang_ has a busy shedule which leaves her with little time for her beauty routines. #EffortlessHAFillers has helped to prep her for her daily hustle while still looking good effortlessly, at all times! Swipe left to find out more about what she has to say about the #Effortlessbeauty HA filler. ✨ #MASJ #myserendipityjourney #delightfuldiscoveries #MerzAesthetics #HAfillers
MASJ Treatment Package Teaser Video
A teaser promo video was created to tease the upcoming launch of the new MASJ Treatment Packages