Nature Republic Sunscreen International Ad Campaign

Print, Television, Digital, Transit, Billboard

The Task

This project is from my Senior Seminar in Global Advertising! We were instructed to choose a product/service from a specific culture or subculture, and develop a strategic communication campaign proposal to advertise the product in a different country where it would be beneficial. 

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The Research

During our research, we found an interesting connection between Australia and South Korea. Australia experiences some of the most intense UV rays, leading to their skin cancer rates being one of the highest in the world. In fact, 2-in-3 Australians will be affected by skin cancer by the time they are 70. These jarring statistics are what led us to the idea of taking the Korean skincare brand Nature Republic and placing its sunscreen into the Australian market through the campaign.​ 

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The Target

Our primary target was Generation Z Australians and the secondary target was Millennial Australians. They truly care about coral reef protection/preservation and value natural ingredients that are safe for the environment, the reefs, and their health. They also spend lots of time participating in sports and water activities, as well as going outdoors for new adventures, which creates a need for daily sunscreen usage.

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The Product

Nature Republic's California Aloe Waterproof Sun Block boasts an SPF of 50+ and 

PA++++ protection, which is the highest possible PA rating. It uses natural ingredients

like aloe vera extract to enhance sun protection and is formulated to handle outdoor

sports and water activities. It is a growing K-Beauty product and brand that is

manufactured in South Korea.

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The Objective

To Advertise the Nature Republic California Aloe Waterproof Sun Block to Generation Z Australians. Appeal to the target through a benefit-focused campaign that highlights both skin safety and environmental safety through the use of natural ingredients. This campaign will strategically place the product as a necessary part of Australians’ skincare routines. Our communication objectives are:

• Increase sales by 10%

• Increase brand awareness in Australia by 2028

• Increase Website clicks by 10% each month of campaign

• Increase Positive brand engagement by 15%

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The Big Idea

Australians' love for the outdoors and desire to protect the environment differentiate Nature Republic's features from other sunscreens.

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The Deliverables

Throughout the campaign deliverables, we used the word “alone” as a motif to highlight the unique selling point of aloe vera as a primary and multi-beneficial ingredient. It keeps the message consistent and suggests that it is best to always have Nature Republic by your side, no matter what you're up to.

1 Television spot

1 Social media ad

1 Print ad

1 Transit ad

1 Out-of-home billboard ad

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Collaborators

Meredith Orne, Miranda Morrone, Claudia Vigue, Alana Shapiro, Mariella Rossi, and Sarah Flynn