Malaysian Media Awards Winners Showcase





2011 | |

Baby KIKO Double Digit Growth

Advertiser: Baby Kiko Sdn Bhd
Brand: Baby Kiko
Creative Agency: Lowe & Partners
Credits: Angelina Lum (General Manager), Sharmistha Banerjee (Business Director), Agnes Wong (Senior Planner), Tan Bee Choo (Media Planner), Ms. Ping (Senior General Manager, Baby Kiko Sdn Bhd), Ms. Ee-Von Lim (Brand Manager, Baby Kiko Sdn Bhd), Mohd. Haris Ismail (Head, Branded Content, Astro Malaysia), Geraldine Yong (Business Group Head, Lowe & Partners)

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Challenge
Baby Kiko, primarily targeting Malay mums was facing the brand perception of being ‘local’, in a market where international fashion brands have higher aspirational value. The challenge was to improve sales by creating the feeling of “I want my kid to be seen wearing it” among urban parents

Solutions
An in-depth study of parents’ shopping psyche revealed that baby clothes are not selected on basis of ‘price’ and ‘style’ alone, but there is a deeper emotional connect. The brand of kids clothes reflect a parent’s love for their child compared to other parents. In a society driven by celebrity endorsement, it would be easier to convince consumers about the brand’s premium status, by demonstrating, that even celebrity parents are governed by this same emotion

Execution
We executed the first-ever child makeover reality show in Malaysia on Astro Ria – ‘Fesyenista Manja Baby Kiko’. Eight celebrity parents were given the opportunity to compete for their kid to be crowned as ‘most stylish’. The camera crew allowed audience a first-hand view as celebrity parents became fashion stylists and dressed their kids in Baby Kiko apparel based on different themes. The makeover unleashed the glamorous side of the kids through the clothes

Result
Successful integration of the brand into the branded content impacted sales positively. The client attributed ‘double digit growth’ in sales to the influence of the show, thereby exceeding their sales target. Viewers were excited and the program averaged 300,000 viewers/episode (Nielsen). These media achievements resulted in Season 2 being commissioned