Asian Beauty Essentials Webtoon Social Campaign - Hermes Creative Awards

Mongoose Media LLC

Orlando, FL
Mongoose Media is your go-to all-in-one partner in elevating your business through social media and thought leadership. We work to convert your social community fans into foot traffic that return for more. Mongoose Media develops a smart marketing strategy and plan for your business and designs the ultimate campaign for your brand. Our fully remote team loves partnering with organizations to implement strategy and creativity to bring new customers through conquest acquisition and loyalty remarketing. CEO and Founder of Mongoose Media, Lauren Petrullo is an award winning marketing expert, digital marketing and ecommerce consultant and successful multi-founder. As a former Innovation Producer at The Walt Disney Company, Lauren incorporates her background in innovation and design to infuse creativity and play into all of her marketing strategies. She has 10+ years experience in digital marketing, having worked with some of the most well-known Fortune 500 brands. Lauren is an expert in architecting offers that garner attention and deliver demand and is known for breaking operations, flipping the script and disrupting and destructing tired systems and weak offers that neglect conversions. Lauren is the winner of Prism’s Top 100 Marketing & Advertising Leaders, Marcom's Advertising & Communication Award, and she has been featured in Yahoo!, The Wrap, Thrive Global, Refinery29, Shopify, Advertising Week, ComputerWorld and TickerNews.

Asian Beauty Essentials Webtoon Social Campaign

Category: Electronic Media / Social Media / Interactive Media | Social Media | 129c. Social Media Campaign
About Project


Asian Beauty Essentials is a boutique beauty and skincare brand that brings the best of Eastern skincare philosophies and routines to Western consumers. For their social media campaign, Asian Beauty Essentials also brought Eastern entertainment to consumers in the form of Webtoons.

Webtoons are a type of digital comic that originated in South Korea. The Asian Beauty Essentials Webtoon consists of a mini cartoon series of episodes that make up a longer episodic story, which features Asian Beauty Essential products throughout.

For the social campaign, each Webtoon is advertised on Facebook and Instagram with email and phone capture. Audiences who sign up for the Webtoon then receive an email drip series over four days, which tells the story of Ana and Billy:

"Ana felt like the ugly duckling growing up, but eventually grew up into a beautiful swan while Billy has always been the rockstar, mysterious- heartthrob. One day his heart skipped a beat as he saw Ana approaching, but why do they hate each other so much? Did something happen 10 years earlier? As the proverbs goes.. ‘The more you hate, the more you love.’ Agree or Not?! Find out as we follow Billy and Anna's story in our very first Webtoon series that will make you love, laugh and give your heart a little extra AGHR!"

Each Webtoon drip features Asian Beauty Essentials products throughout the storyline, including serums, creams, cleansers, lip moisturizer, hair mask, sunscreen, bath bombs and more. Those who sign up for the Webtoon receive 20% off any individual item found in the webtoon, or 35% off the entire set of products included in the Webtoon.