Reaplus Launches Integrated Promotion Featuring Influencer Mukuena for Fasmy's Third Campaign

Reaplus and Mukuena Team Up for Fasmy's Thrilling Third Campaign

Reaplus, headquartered in Meguro, Tokyo, is making waves with its innovative marketing approach. The company proudly announces its collaboration with Mukuena, a rising star with over 1.3 million followers on YouTube, TikTok, and Instagram, for the third promotional campaign of the budget-friendly cosmetics brand, Fasmy.

The primary mission of Reaplus is to shine a spotlight on people, products, and services through supportive marketing strategies. In this new campaign, Reaplus leverages Mukuena’s appealing persona alongside Fasmy's promise of “high quality at low prices” to create a multi-faceted promotional strategy. Through this integrated campaign, the target audience, primarily Gen Z, experiences the brand in an authentic and relatable manner, leading to excitement and higher purchase intent.

Campaign Details

1. Mukuena as Ambassador: Authentic Engagement

To capture the attention of its teenage audience, Mukuena—known for her relatable content and vibrant personality—was chosen as the campaign's ambassador. Reaplus initiated outreach through Instagram, featuring multiple stories from both Mukuena and her manager’s accounts to maximize reach and connect with fans.

The visual campaign features distinct images in two styles: a blend of cool black and playful pink—highlighting the contrasting qualities of Fasmy's offerings. The sympathetic portrayal not only resonated with the audience but also seamlessly integrated with the product packaging, reflecting the essence of the new Fasmy items.

2. Landing Page (LP) Development: Showcasing Fasmy’s Identity

The landing page brilliantly captures the campaign's essence through its key visuals, articulating Fasmy’s brand concept. The LP showcases contrasts between black and pink packaging, symbolizing coolness and cuteness while presenting customer favorites. With soft visuals featuring recommended products like lipsticks and bases, viewers can easily navigate and fully appreciate the offerings. Additionally, the ambassador Mukuena’s profile is highlighted, summarizing the collaborative effort and closing the page on a personal note.

The LP serves not only as an informative platform but also as an interaction point through links to UGC and live streams, enriching the audience's understanding of the Fasmy universe.

3. Live Streaming: Realistic Product Experiences

Leading up to the live commerce event, promotional posts on Instagram built anticipation. To enhance user engagement, a different platform was selected for the live event to streamline purchasing. Mukuena engaged her audience by sharing firsthand experiences of using Fasmy products, presenting selected items live. The interactive nature of the event drew in comments like, “I want to try this!” and “This looks better than $1!” from enthusiastic followers. To drive purchases, a giveaway of Mukuena’s signed Polaroid photos incentivized viewers, creating an effective purchasing channel.

4. SNS Advertising: Engaging Video Creatives with High Retention Rates

Strategically utilized advertising on TikTok and Instagram featuring Mukuena's visuals and engaging video content was rolled out. TikTok content included her ambassador announcement and product recommendations, capturing high interest. Instagram ads featured a collage of key visuals paired with coupon codes aimed at young female demographic interested in influencers and trending affordable cosmetics. The results were promising, with TikTok achieving a low-cost yet effective reach while Instagram garnered high engagement rates.

5. In-Store Promotions: Making Experiences Tangible

Fasmy’s campaign visuals extended into physical stores with POP displays and life-size panels designed to catch the eye. Campaign-exclusive trading cards were distributed as purchase incentives, aligning with the preference of the younger demographic for collectible and talk-worthy items.

6. Influencer UGC: Amplifying Fasmy’s Appeal

Numerous micro-influencers from Gen Z collaboratively shared their genuine reviews and experiences, helping to create a community around Fasmy's offerings. This organic exposure highlighted the “unexpected quality for the price” philosophy that resonated with the audience. Notably, the campaign received critical attention from established beauty YouTuber, Sara from