6. Digital Experience Kancils [6.9 Best digital-led integrated campaign]
Drive sales and develop a festive campaign for Hari Raya that would help Sharp stand out during a busy sales period.
How can a Japanese brand's Raya sales campaign stand out during Malaysia's most competitive ad season? As Malaysians tend to respond well to emotional content and themes that celebrate importance of family during this period of introspection, we put emotions first before promotions. An emotional piece of content featuring Sharp's brand ambassador, Zahirah Macwilson, was first seeded out on social media. And those who watched were retargeted with a Sharp's sales ad. People watched and were touched. An emotional connection was made and it drove sales up by 14%.