Introduce local brand to Malaysia market through integrated TV and digital campaign

Case Study

HOW
Wardah launched in 2019 with limited distribution channels (only two distribution channels: Watson and Shopee) and strict commercial regulations in Malaysia. Wardah was introduced as halal face care and make-up in Malaysia through the TV (White Secret only) and digital campaigns (White Secret, Acne Derm, Renew You, C-Defense). Wardah amplified Ayana Moon as Wardah White Secret Brand Ambassador; she is a Korean who studies in Malaysia. We tap into Ayana’s reality show, Ayana’s Story in Astro, which resulted in positive comments from the audiences, especially on how Ayana inspired Malaysian females. Having loose spots spread over two bursts (Jun-Aug & Nov-Dec) and an always-on digital campaign across FB, IG, YT, and Programmatic, the campaign resulted in good sales numbers both offline (Watson) and online (Watson & Shopee).

RESULTS
Total of 15 videos Finding My Faith : Ayana Moon recorded 1.3m videos views across Youtube, Facebook & Instagram.

The series received awesome engagement & comment from netizens mostly positive comment about how’s inspiring they feel after watching the show & how tough Ayana while going through the Hijrah process.

Total of engagement : 70,756 including 5,000+ sincere & hearty comment under MeleTOP youtube videos.