MyChef. A vision of bringing local produce and home-cooked style meals to supermarkets around Australia.
Invisible Zinc, a revered Australian sunscreen brand, faced the formidable task of introducing a groundbreaking product to the market—the Sheer Defence Tinted Moisturiser. The challenge was to create a buzz in the sunscreen category by delivering fresh and captivating news. The "Light and Shadow" campaign was strategically designed to highlight the product's key features and benefits across print, digital, and out-of-home platforms. Educational social content played a pivotal role in this endeavour.
To shatter the notion of zinc as a heavy and sticky substance, the "Light and Shadow" concept was born. This execution showcased the Sheer Defence Tinted Moisturiser as a lightweight yet potent form of sun protection. The campaign enlisted the vibrant and relatable actress, Pia Miller, as an ambassador. Leveraging the power of print, digital, and OOH channels, the campaign effectively reached the target audience, educating them about the unique qualities of the Sheer Defence Tinted Moisturiser.
The "Light and Shadow" campaign for Invisible Zinc delivered exceptional results. Market share surpassed expectations, reaching 5.39%, while product awareness soared to an impressive 36%, exceeding the target of 20%. The campaign also achieved the sun category's highest social engagement rate for 12 consecutive months. With 389 off-location displays secured, surpassing the ambitious KPI of 300, Invisible Zinc successfully challenged the perception of heavy zinc and showcased the lightweight nature of Sheer Defence.