“Better Late Than Single” has recently sparked heated discussions in Taiwan. Unlike traditional romance reality shows that follow scripted tropes, the program takes a raw, unscripted look at love through the eyes of ordinary people—exploring themes such as fear of romantic relationships, emotional and social anxiety, and personal growth. The authenticity of the interactions and the awkward yet heartfelt moments have resonated with audiences, generating widespread engagement across social platforms. Amid discussions surrounding awkward male behavior and the concept of “romantic social underdogs,” this phenomenon prompts us to ask: could it also open up a new angle for marketing strategy?
Why We Selected This Case
Skincare is no longer an exclusive concern for women. Individuals across diverse genders and age groups are increasingly attentive to skin health and self-care. Among the many motivations for skincare, building self-confidence remains one of the most difficult yet critical drivers to activate.
AKIMIA’s core philosophy—“Where there’s current, there’s light”—directly addresses this psychological gap. By leveraging microcurrent technology, AKIMIA transforms skincare from a passive routine into an empowering, ritual-driven experience. Each use becomes a moment of personal agency and value reconstruction, shifting the narrative from surface improvement to inner empowerment.
In tandem with the recent cultural buzz triggered by the reality show “Better Late Than Single,” which centers on personal transformation and emotional vulnerability, AKIMIA’s approach extends beyond product marketing. It becomes a cultural and emotional resonance experiment—demonstrating how skincare technology can integrate into the everyday process of self-confidence building.
Market and Strategic Insights
04 Integrated Marketing Creativity
Amid the ongoing evolution of the facial mask market, “tech-driven skincare” is rapidly emerging as a new focal point for younger female consumers. Compared to high-cost beauty devices, technology-enhanced masks that offer efficacy, accessibility, and a sense of ritual are more easily accepted by mid- to high-tier consumers.
The recent buzz around the Korean reality show “Better Late Than Single” presents a timely opportunity to tap into trending conversations around personal transformation and confidence-building. For the 22–35 age group—especially those less experienced or hesitant in managing their appearance or emotional wellbeing—skincare is evolving from a routine into a ritual of emotional awakening.
From a strategic standpoint, AKIMIA can enter the conversation by aligning two powerful narrative pillars:
Transformation-driven storytelling × Tech-enabled self-healing
- Leverage the cultural momentum of Korean reality shows to launch a “Confidence Awakening Project” that encourages user-generated challenges and authentic participation.
- Highlight the instant, perceivable effects and ritualistic satisfaction brought by microcurrent technology—bridging emotional resonance with functional results.
By embedding itself into relatable, socially relevant moments, AKIMIA is well positioned to establish a distinctive brand association in the tech-beauty space—where confidence can be activated through everyday rituals.
Creative Outcomes
04 Integrated Marketing Creativity
Online Activation｜Trending Social Campaign × AKIMIA: #ElectricGlowChallenge
Leveraging the synergy between the concept of “electric sparks of attraction” and AKIMIA’s core product feature—microcurrent technology—this initiative proposes a co-branded campaign with trending social media platforms or influential lifestyle creators. The concept centers around a mini reality-series format, highlighting “transformation and self-growth.” The campaign invites individuals who struggle with self-doubt and low confidence to undergo a journey of change through AKIMIA’s ritualistic skincare process. As they engage in genuine romantic interactions and visible self-care improvements, participants rediscover confidence and inner radiance—embodying the spirit of “Where there’s current, there’s light.”
Offline Activation｜Immersive RPG Challenge: “Only with Current Comes Light”
In partnership with public transportation systems or local lifestyle venues (e.g., cafés, restaurants), AKIMIA can launch immersive RPG-style experiential campaigns, such as “Book-a-Date Transformation Projects” or “Confidence Quest Challenges.” Through on-site transformations and narrative-driven missions, consumers are guided to experience their own emotional and visual glow-up in real-world environments.
This can be further amplified by integrating AKIMIA product sampling into checkpoint-based missions, with high-impact installations or interactive walls placed in high-traffic locations—such as MRT stations, bus terminals, or shopping centers—drawing public attention and engagement.
By combining gamified interaction with everyday settings, the campaign enhances brand visibility and encourages spontaneous participation. Consumers are invited to “discover the current through play and realize confidence is closer than they think.”
ADGo Execution Process
Workflow : 04 Integrated Marketing Creativity
Leveraging 04 Integrated Marketing Creativity, this campaign began with a culturally relevant prompt inspired by Taiwan’s trending “mother-born romance variety shows”, ultimately generating 21 creative concepts.These include one comprehensive master concept—covering strategic insight, communication theme, and execution framework—serving as the campaign’s core. In addition, three alternative creative packages were developed to extend and reinforce the main idea.
The output also includes five high-potential co-branding or topical concepts, along with twelve extended activation ideas spanning UGC engagement, retail environments, and lifestyle-driven cultural scenes.Together, these 21 ideas create a full-funnel communication path, supporting the brand’s journey from initial theme-driven buzz to broad community engagement.