Advertiser: Shiseido Malaysia Sdn Bhd Brand: Ma Cherie Creative Agency: - Credits: -
What do you do when HQ says you can only use regional creatives? Your job is at stake if you object. Furthermore, MaCherie is a niche shampoo with budgets that only appeals to monkeys against giants like Unilever.
Insight, Strategy and the Idea
From TV to web, foreign to local, we know Malaysian women love their dramas. They get so engrossed in the storyline that they dream to be their favorite character. They even start to dress, talk and look like them! With this simple yet powerful insight, we decided to draw our target audience into our brand by creating a MaCherie character in a drama series and the bait? You can cast for this role! Imagine the ripple effect of conversations amongst BFFs and chat groups. After a thorough selection, the popular loved drama “Dan Calonnya” was the perfect platform to introduce our MaCherie character.
Charming hunk, AaronAziz urged all Malaysian women to send in audition videos to star alongside him in this drama. Girls instantly swooned and didn’t need reminders. Audition videos poured in and were thoroughly screened to find the candidate that possessed the right MaCherie representation. To constantly engage, a microsite was built to feature all different stages of the campaign. For starters, different scripts were posted for audiences to pick their audition entry. It was then developed further to include submission videos. The next stage featured all the lucky finalists and finally voting for the MaCherie girl! The winner was given acting and grooming lessons with MaCherie products tastefully scripted in; all captured on video and posted on our microsite.
Results and Effectiveness
Many disappointed fans but the deserved winner, NishaRodzlan is a rising star, who is now a theatre student! Ratings were consistently high. Brand scores improved 28%! They couldn’t play MaCherie, but they certainly used it. Sales increased 17% YOY!