Meet Rosie: the brand ambassador that opened APAC for Rosetta.ai
The challenge
Rosetta.ai had strong visual-AI technology for ecommerce and a Taiwan home base, but almost no presence across the region. Entering APAC, with the Philippines as the test market, it was an unknown brand with no clear positioning, competing for attention against names shoppers already recognised.
A capable product is not the same as a reason to trust it, and Rosetta.ai had no face for buyers to attach that trust to.
A brand with a face
We built the positioning first, from the ground up: happier, hassle-free shopping. Then we made it human. Rather than lead with the technology, we personified the brand as "Rosie", a recognisable ambassador who carried the promise in situations shoppers recognised.
We filmed and photographed Rosie once, then used her consistently across landing pages, social ads and video, so an unknown brand arrived with a familiar face. On top of the positioning we layered a demand-generation programme to test the proposition in-market in the Philippines.
Meet Rosie
The Results
A familiar face in a new market
Campaign Assets
The Creative Work
