Cantik, Cara Kita

6. Digital Experience Kancils [6.8 Best use of content marketing]

Links:

Product/Service:

eCommerce

Client:

Lazada

Brief:

Lazada was launching LazBeauty - a new in-app category targeting young Malay women. With an already high number of popular beauty e-commerce platforms, how can LazBeauty create more buzz for its launch?

Solution:

'Cantik, Cara Kita' '“ Influencers/Content-led Campaign Although influencers are looked up to for their beauty, they all face their own insecurities and even beauty shaming, just like ordinary young women. We decided to help young women all over Malaysia embrace their flaws as well as their beautiful side. UGLY STORIES, TOLD BY BEAUTY INFLUENCERS In our campaign, 'Cantik, Cara Kita' (Beauty, Your Way), we collaborated with a diverse range of beauty influencers to expose the ugly side of the beauty industry. They each shared relatable stories about their inner battles and personal scars and encouraged viewers to embrace their own individual beauty with LazBeauty. SUBVERTING TRADITIONAL BEAUTY STANDARDS, POETICALLY We then flipped to beauty positivity, working with Nabila Razali, celebrity and face of Lazada Malaysia. Leveraging off the Classic Poetry Rizz trend popular amongst local Gen Z, we created a web film that called for Malaysian women to

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