100PLUS Hydration Re-engineered As Baju Raya
11. Social & Creator Kancils [11.13 Creative Effectiveness: Media]
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Links:
https://www.instagram.com/reel/DV5crQaAQob/
Product/Service:
FMCG
Client:
F&N Beverages Marketing SDN BHD
Brief:
Despite being Malaysia's #1 isotonic drink, 100PLUS faced a recurring Raya slowdown, with softer sales and declining Malay household penetration.
Solution:
Idea. We co-created the most Refreshing Baju Raya with SHALS and released it through media built like a fashion cycle: tease, reveal, drop. The collection couldn’t be bought, so the media became the store.
The media plan.
TikTok Shop as the store: Fashion is Malaysia’s largest e-commerce category, with 59% of online shoppers buying fashion in 2024. We made TikTok Live the only way to win the baju, by buying 100PLUS in a 20-day raffle led by Pinn Yang.
Creators as the runway: 39% of Malay Zillennials take fashion tips from influencers. KOL Stories teased silhouettes, and five tastemakers revealed the collection on a TikTok runway shot by BIBO.
MeleTOP for mainstream reach: With 2 million+ viewers per episode plus connected TV, Astro’s MeleTOP took designer Shalma Aina’s hydration story beyond fashion circles.
REV Media for scale: OHBULAN!, The Vocket and Sirap Limau carried the drop from niche fashion feeds into mainstream ones.
