Aiken Bright Pink

10. Media Kancils [10.9 Best integrated media campaign]

Product/Service:

Aiken Niacinamide Brightening Products

Brief:

Brightening is beauty’s fastest-growing segment – yet AIKEN was losing out to a new market leader winning on social relevance. AIKEN needed to regain the love.

Solution:

K-Pop play a big part in skincare choices amongst 18-24-year-olds – so when BLACKPINK skipped Malaysia during their world tour, AIKEN saw an opportunity to fill that cultural gap. Instead of making another skincare campaign, AIKEN created a K-Pop group. Bright Pink was a CGI girl group that was launched like an artiste debut with a music video, teasers and promos, merch and more.AIKEN stopped being the ad they skip – and became the brand they follow.

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