With the dynamic Philippine retail landscape, where competitors wield tactical sales promotions as their weapon, the brand served as a beacon of innovation and resilience.

Navigating the bustling realm of discounts and promotions, the brand, as the country’s largest health and beauty retail brand, faced fierce competition from e-commerce giants, plunging into a relentless price war that threatened profitability and brand integrity. The brand started owning double-digit and payday online sales to push for its offerings.

However, it was not sustainable and enough to bring the brand closer to the hearts and minds of consumers. The brand recognized the need for a profound connection with the ever-evolving online shoppers, particularly the vibrant GenZ and millennial markets.

Revolutionizing Social Commerce through an Exclusive Experience

The concert was positioned as FREE, - a strategy to set it apart from ordinary events with high-priced tickets. To access this exclusive experience, attendees had to download the brand's app and become a member. Members were incentivized to shop, meeting a specified minimum purchase requirement.

Creating Demand to be a Brand Club Members

The event highlighted the key benefits of being a Brand Club member – access to a once in a lifetime concert. On the first month, tickets were only accessible online for the members. For those who preferred the tangible touch of in-store excitement, Watsons Playlist portals were mounted a month after, seamlessly integrating in-store purchases via the app.

Strategic Branding

The brand orchestrated a visual masterpiece, maximizing the allure of the headliners' images, infusing brand colors to create an unbreakable association across assets.

Understanding the heartbeat of Filipinos - their unwavering love for music - the brand orchestrated a groundbreaking online+offline property. It wasn't just about sales; it was about creating an emotional bridge with the audience through the power of music.

The brand embarked on its first ever music marketing event - WATSONS PLAYLIST: THE FEEL GREAT CONCERT - transcending the boundaries of the retail and e-commerce’s conventional marketing. Featuring the unprecedented line-up of top-streamed Filipino musicians – Zack Tabudlo, Ben&Ben, and SB19 - the concert was exclusively curated for Brand Club Members. Leveraging popularity, the fandoms of the artists were activated to amplify connection with the youth.

The timing was intentional, strategically unfolding during historically low sales months. Playlist was designed to stir excitement, recruit members, boost app installs and drive online shopping.

It was the high time to behave not just as a retail brand, but as a cultural movement.

Watsons Playlist evolved into a powerful community-building property.

Event drew a full house with 10,000 attendees, 30 sponsors.

Online promotions yielded 66M impressions with 19M reach. Watsons Playlist trended thrice across platforms, while media coverage delivered $452K FREE PR values. Brand’s online share of voice peaked at an all-time high: August (83%), September (90%). Return on Ad Spends was 8.78.

Brand's online visitors generated 38% average growth rate versus 8% year-to-date performance. New visitors reached 2,445,192, versus 1,380,500 monthly average. App downloads tripled from 80K average to 258K downloads.

Playlist earned $957K ($582K sales, $375K sponsorship) - 119% ROI against $436K investment. The concert drove Online+Offline: 54% of members who purchased online are new pure online members.

Fostering customer retention: 48% of members shopped again in September plus 28% in October, driving $202K sales.

The concert drove Online+Offline: 54% of members who purchased online are new pure