BIOMIMIC TRIPLE ACTION CAMPAIGN
A full-funnel digital launch translating complex dermatology science into relatable, trial-driving storytelling.
ROLE
Art Director
Content Creation
Game UI/UX
DURATION
3-Month Integrated Campaign
PLATFORM
Full 360 Digital Campaign
REGION
MALAYSIA
The best thing about this campaign? Nobody could try the product. So we made people come and get it instead.
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Launch Physiogel's BioMimic range, a clinical skincare line built on three healing stages, into a Malaysian market dominated by larger, better-known competitors, during a national lockdown that had closed every physical trial channel the brand had ever relied on.
No Trial Pathway
Physiogel had no official sampling. Curious buyers had to commit to a full bottle or risk an online seller.
Clinical Perception
Trusted by dermatologists but emotionally distant from consumers. The Biomimic Technology science felt like a barrier, not a benefit.
Quiet on Shelf
Quieter than QV, Cetaphil, and Eucerin. And the product is more expensive without the familiarity.
FINDINGS
Audiences at home were responding to interactive experiences, not more brand education. Clinical skincare's category default, from lab coats, graphs, derma endorsements, was saturating feeds. And every physical sampling channel was shut.
1 in 5 Malaysians experience skin conditions, but 50% hesitate to try new skincare because of flare-up risk and product waste. The barrier to entry for a clinical brand wasn't awareness; it was the cost of being wrong. A full bottle of an unfamiliar product was a bet most consumers wouldn't take.
Trust in skincare increased when science came through human stories, reassurance, and visual clarity, not clinical explanation.
KEY INSIGHTS
If trial is the barrier and clinical explanation is the wall, the answer isn't more education. It's a way to put the product in people's hands, through a brand experience that feels human enough to earn the request.
STRATEGY
The strategic problem wasn't "how do we run a campaign during COVID." It was bigger than that...
Physiogel had never offered samples before, and lockdown had closed the only physical trial paths that existed. If we were going to convert sceptical, premium-resistant audiences who'd rather skip than risk a flare-up, we had to introduce first-party sampling, and we had to introduce it through a channel that could reach them at home. We co-developed the campaign architecture around three connected bets.
BET 1: De-risk the trial decision by introducing first-party sampling.
Most Physiogel prospects had been stuck on the same choice for years: commit to a full bottle of an unfamiliar premium product, or trust a grey-market seller. Both options asked the customer to absorb the risk. We bet that offering a free, branded sample, direct from Physiogel, would unlock a segment of the audience the brand had never converted before, particularly the 50% who'd been hesitating because of flare-up risk and waste.
BET 2: Lead with characters, not clinical graphs.
Audience research revealed that trust increased when science was conveyed through human stories, rather than clinical explanations. Most clinical skincare launches default to lab imagery and graphs. We did the opposite, personifying the three healing stages as a "BioMimic Squad" would make the technology feel warm, memorable, and reassuring on a phone screen, where a graph couldn't compete with character.
BET 3: Build an interlocking funnel
If the audience couldn't come to the product, the product had to come to them. Most launches run education, sampling, and testimonials as separate tracks, hoping the results will add up.
We designed them as one closed loop:
Video → Microsite → Mini-game → Sample → Testimonial.
CREATIVE APPROACH & ART DIRECTION
The BioMimic Squad
Three characters are the three healing stages.
Hydrator
Rescues moisture-starved skin
Restorer
Rebuilds the skin barrier
Repairer
Heals damaged skin barrier
Carried across hero video, mini-game, social content, and campaign assets.
Brand Tone
Knowledgeable
Caring
Quiet on Shelf
Inspired by the skin’s natural structure and powered by science, your daily moisture therapy is here.
Campaign Main Assets
Campaign Hero Video
Storyboarded frame by frame: environmental stress → dull skin → product → Squad activation → Shield → confidence. Animated by a third-party studio under my QA.
Campaign landing page
The campaign's hub. Hero video, product education, mini-game entry, and e-commerce. The full BioMimic-led journey.
Mini-game UX & UI design
Full user journey, interaction flow, and interface, from entrance, gameplay, sample redemption, and email capture. End-to-end.
MY ROLE
My first end-to-end campaign at this scope. Worked under our Creative Lead.
Owned end-to-end:
-
Art direction across all assets
-
BioMimic Squad character design
-
Hero video storyboarding and animation QA
-
Mini-game UI/UX, full flow
-
Social content across three pillars
Co-developed:
-
Campaign strategy and architecture
-
Phasing and channel mix
-
Sampling-as-screening mechanic
THE EXPERIENCE
CAMPAIGN MICROSITE
Hub for the campaign. Hero video, product info, mini-game, and e-commerce designed to move visitors from awareness to action.
Creative Intent
Create a low-barrier, high-reward entry point that educates without overwhelming.
UX & Visual Features
The site paired scrollable product info with animated visuals and a mini game, supported by share-to-social prompts for wider reach.
Game Mechanics
Players had play a game by collecting BioMimic Squad characters, unlocking samples, vouchers, and weekly lucky prizes.
MINI GAME UI/UX
The game achieved two goals: engagement and lead gen qualification filter. Only audiences willing to play saw the sample CTA, producing a higher-quality lead list for the testimonial phase.
BIOMIMIC SAVES THE DAY
The hero video was a story-driven animation showing how environmental stressors impact skin, and how the BioMimic Squad activates the triple-action shield. I created the full storyboard and oversaw the animation process, providing quality assurance and visual feedback to third-party vendors throughout the production.
VIDEO HIGHLIGHT
-
Visual data and storytelling merged to explain dry skin triggers
-
3D-style character animation to personify Hydrator, Repairer & Restorer
-
Final transformation visualized through shield animation and radiant glow
-
Product CTA integrated into narrative, driving sample redemptions
Social and performance worked as two sides of the same engine. Content carried the narrative. Performance made sure the right people saw the right message.
SOCIAL CONTENT AND PERFORMANCE MARKETING
THE THREE CONTENT PILLAR
Your BioMimic Shield
Campaign, sampling CTAs, e-commerce
Protect Yourself
Product USP, how-tos, education
Share the Love
UGC and testimonials
CREATIVE FOR PERFORMANCE
I designed ad creatives across formats, from story ads, promos, motion, in-feed video, and GDN banners, built as variants for A/B testing, across different messaging angles, visual approaches, formats, and CTAs.
The "free travel pack" angle outperformed every other variant on link clicks. Trial packs offered as a reward beat brand education. That insight reshaped subsequent creative rounds.
RESULT & IMPACT
Engagement across the microsite and social ran well above forecast through the campaign window. The mini-game proved to be the strongest conversion mechanic; engaged players moved further down the funnel, from play to sample to testimonial, at higher rates than passive ad clicks typically produced.
What the campaign proved: Physiogel could compete on awareness and intent against bigger, better-known brands, when the channel mix and creative made the science feel inviting, not clinical. And first-party sampling, introduced through an experience instead of a form, opened a segment of the market the brand had never reached.
