In Singapore’s hot and humid weather, ladies love the freedom and comfort of baring more skin with sleeveless tops and shorter skirts. Though many are familiar with painful and inconvenient methods of hair removal, Japan IPL Express’ brand was not the top consumer choice for intense pulse light (IPL) hair removal.
We created Harry, a gorilla character that personified the complicated relationship consumers had with unwanted body hair. We gamed Facebook’s algorithm that placed relationship statuses as the top priority on news feeds. Pre-arranging for key online influencers to be in a “complicated relationship” with Harry attracted an endless scroll of complicated relationships on his Facebook wall. As he became an internet phenomenon, the drama of his “complicated relationships” generated free publicity for Japan IPL.
Cyber Security Agency Singapore