Campaigning for the Essence of Life: RBFY’s Unique Approach
In a world brimming with diverse family structures, RBFY, a Korean cosmetic brand founded by influential mothers, has embarked on a poignant campaign that resonates with the beautiful journey of motherhood. This campaign is intricately tied to a children’s book, a heartwarming creation designed to address the skin concerns of mothers who have experienced the transformative phases of pregnancy, childbirth, and childcare.
Campaign Idea Unveiled: Crafting the Children’s Book
The core of the campaign centers around a compelling children’s book that not only imparts the importance of life but does so in a way that both mothers and children can relish the message. Here’s how the campaign was ingeniously conceptualized and brought to life:
1. Plotting the Narrative Journey: The narrative revolves around the idea of mothers sharing a story with their unborn child during pregnancy. This storytelling venture aims to convey the vital message that a child’s life and existence are inherently significant, even amidst the complexities and challenges of a year-long pregnancy. Simultaneously, the narrative emphasizes that the life of the mother, born through this shared adventure, is equally invaluable.
2. Tailoring for Single-Parent Families: Acknowledging the unique challenges faced by single mothers, especially when reading fairy tales featuring both parents, RBFY has crafted a dedicated children’s book for single-parent families. This thoughtful approach ensures that the narrative is inclusive and sensitive to the experiences of single mothers and their children.
3. Collaborative Production Process: RBFY actively involved mothers, their primary audience, in the production process. Surveys were conducted to capture the opinions of children who would be the book’s primary readers. This collaborative effort aimed to refine the content and structure of the book. The production journey also included Instagram polls, where mothers had a say in choosing between two versions of the colored draft. This interactive approach not only engaged brand-loving mothers but also enriched the book’s appeal to captivate the attention of young readers.
A Campaign Title that Speaks Volumes: “You are Life”
Published in South Korea in December 2023, the campaign aptly titled ‘You are Life’ stands as a testament to RBFY’s commitment to celebrating the beauty of motherhood. Executed by the ad agency INNORED, this Film medium campaign encapsulates the essence of the beauty industry, weaving a narrative that goes beyond skincare, emphasizing the profound connection between mothers and their children.
In a world that often glorifies external beauty, RBFY’s unique campaign elevates the conversation, reminding us that true beauty lies in the extraordinary journey of bringing life into the world. As ‘You are Life’ unfolds, it not only captures the attention of the beauty industry but also touches the hearts of those who appreciate the significance of every life, every story, and every mother’s invaluable role in the grand tapestry of existence.