Regional · Brand & Creative Communications
Lumière d'Issey: One Campaign, Five Ideas, Ten Markets
When Shiseido launched ISSEY MIYAKE's Lumière d'Issey across ten APAC markets, Ruder Finn Era built the social first creative toolkit that held the campaign together: five content concepts mapped to KOL roles, tiers and platform behaviours, so every local agency briefed its creators to one idea.
The challenge
A fragrance launch across ten markets is really ten launches. Local agencies and creators each bring their own reading of the campaign, and a rulebook on its own flattens the work without unifying it. Shiseido needed the region to move as one, and to want to.
Our solution
We built the toolkit around the campaign line, Wear the Light, Spread the Light, and gave markets a creative framework rather than a set of restrictions: five content concepts, each mapped to a KOL role, tier and platform behaviour, with room for individual expression inside them.
Audience insight, key messages, brand guidance, KOL selection criteria and creative territories sat in one resource, so a brief in any market started from the same idea and local teams could commission creators with confidence.
The results
The toolkit is now the reference for every market in the rollout, with content launching in phases across APAC to one creative standard.
- Client
- Shiseido
- Market
- Regional
- Practice
- Brand & Creative Communications
- Services
- Influencer and KOL Marketing, Integrated Brand and Creative
- Sector
- Beauty and personal care
- Engagement
- Project
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