Feb 05

Cleaning tools supplier Kärcher MY hands Kingdom Digital social duties

Kärcher Malaysia, a resource-conserving cleaning systems provider, has appointed Kingdom Digital as its first social media agency for a year. The duties were previously handled in-house.

Kingdom Digital will be handling Kärcher Home & Garden’s Facebook and Instagram accounts, and supporting Kärcher on ideation and execution of strategic campaigns to drive customer engagement. The agency is tasked to carry out social strategy and planning, content creation, creative development, reporting, and more. Kärcher Malaysia was established in 1998 and currently has five centres nationwide.

In a statement to A+M, Kingdom Digital’s spokesperson said it is currently focused on driving participation for Kärcher’s Chinese New Year spend-to-win contest via social postings. The agency has also lined up a series of social content based on the big idea of “oddly satisfying feeling”. The content will cover three big pillars: providing more informational content about Kärcher, telling inspirational stories revolving around real-life stories with Kärcher, and educating the public about Kärcher products.

According to her, the agency will be targeting working adults and families with middle to high household income, and aims to showcase Kärcher as a “leading knowledgeable brand” that customers can rely on for valuable insights on cleaning and innovations.

“Besides functionalities, we also want to portray Kärcher as the constantly trustworthy friend that one can depend on for good advice on cleaning. Our tone and manner will be witty, as the world of cleaning can be fun with the right tools,” the spokesperson  said.

Meanwhile, Joey Christo Tang, assistant marketing manager at Kärcher Malaysia told A+M that the company hopes to emphasise more on digital marketing to capture its target audience and increase brand awareness with the Millennials.

Tang said said the company chose Kingdom Digital because the agency “put in a lot of effort” when it comes to researching for ideation and direction. The agency also gained its trust and confidence having worked with many blue-chip accounts and winning several awards, Tang added.

Edmund Lou, head of strategy at Kingdom Digital, said Kärcher wanted to connect with its consumers in a more relevant manner to be more human, as it is perceived as a very functional brand. “So, we took Kärcher’s famed cleaning prowess and combined it with the human satisfaction after cleaning to produce a rather unconventional yet relevant big idea – oddly satisfying feeling,” he added.

Read also:
OLDTOWN White Coffee MY names social media agency
LANEIGE MY gamifies holiday campaign with personality quiz
Biscuit brand Gery MY gets cheeky about the new iPhone in FB post

Feb 05

Turkish beauty firm Kopaş Cosmetics names digital agency ahead of MY entry

Turkish-based cosmetics and care company Kopaş Cosmetics has appointed Kingdom Digital to manage digital duties for a period of 10 months ahead of the launch of its perfume deodorant brand XO in Malaysia this March. This follows a pitch held from October to December 2019.

The agency is tasked to coordinate the official product launch of its perfume deodorant brand, XO, through a digital 360 strategic approach to reach the masses. Additionally, Kingdom Digital will also manage XO’s Facebook and Instagram accounts. The scope includes social strategy and planning, content creation and creative development, community management, as well as reporting. It will also be supporting XO on the ideation and execution of strategic campaigns to drive brand awareness and engagement.

In a statement to A+M, Sibel Caglar, head of global marketing at Kopaş Cosmetics, said the agency was chosen as its pitch proposal was highly distinctive compared to the three other agencies vying for the account. Its proposed strategy and campaign idea were highly relevant and targeted at the younger demographic.

XO was crafted for women and its target audience are Millennials and Gen Zs. “We decided to break into the Malaysia market first as we saw an opportunity gap in the market – trendy fragrances, affordable price and our aluminium-free claim,” she said, adding that it is also eyeing Singapore, the Philippines and Vietnam.

Working closely with Kingdom Digital, XO will use social content to educate and engage with Malaysian consumers about the product range. It will also leverage influencer engagement to create brand awareness and talkability Caglar said, as influencers are deemed more relatable to its target audience than typical ads.

“We also chose to have XO sold exclusively in Watsons as of March because Gen Z and Millennials are also Watsons’ priority audience for 2020. Hence, there is a strategical fit for that partnership,” Caglar explained.

Similarities between Malaysian and Turkish consumers

Caglar said Turkish consumers are more aware of the importance of the “aluminium-free” claim in the deodorant category, which does not clog pores and enables healthy sweating. That said, the Millennials and Gen Zs in both markets are digitally-savvy and always on the look out for affordably priced products. “XO deodorant’s core benefit is affordable luxury, which means, it offers the most trendy perfume fragrances at an affordable price in deodorant format,” Caglar said.

One of the challenges faced by XO would be to create awareness of the perfume deodorant concept. Nonetheless, the team remains unfazed and sees it as an opportunity by focusing on lifestyles, trends, fashion and self expression. “XO will focus on emotions, not functional benefits such as perspiring,” Caglar explained. The brand also plans to encourage consumers to trial its eight products and find the best fit.

Elaine Ewe, senior strategic planner at Kingdom Digital said perfume deodorants are rather new to Malaysians.

“Here, we are familiar with deodorants and perfumes but not a perfume deodorant. Deodorants often have a similar smell across the category but with the perfume deodorant, XO is poised to disrupt the market with its uniqueness. We will leverage on the ‘young-ish’ social channels, influencers, and visual identities to engage with Malaysians,” she said.

Jan 13

OLDTOWN White Coffee MY names social media agency

OLDTOWN White Coffee Malaysia has appointed Kingdom Digital to manage social media duties for a year. The incumbent on the account was Reprise Digital and Kingdom Digital’s spokesperson told A+M that the company sought to appoint a new agency without a pitch when the contract with the incumbent ended.

According to the company’s head of marketing communications Jay Chong, Kingdom Digital was selected because it demonstrated a creative approach to social media marketing that is grounded in human insights. Chong added that it looks forward to seeing more exciting and innovative ideas from Kingdom Digital that will take its relationships with customers to the next level. Meanwhile, the agency’s head of strategy Edmund Lou said that it did not rely entirely on data for the pitch. Rather, it dug deep into Malaysians and their coffee habits to form a tailored content strategy for OLDTOWN White Coffee.

To kick off the relationship, both parties recently launched a Chinese New Year social media contest to promote its festive Twin Pack White Coffee. Titled “鼠年吉祥语”, which loosely translates to auspicious greetings for the Year of the Rat, the campaign featured a series of Chinese New Year wishes created as Instagram GIF stickers but with a twist – the word “” (rat) has been creatively dubbed in various Chinese sayings and translated to phrases that the youngsters can relate to.

The campaign is supported by social media postings and ads on Facebook and Instagram to drive awareness and participation and ends on 8 February. Consumers interested in the contest can purchase an OLDTOWN White Coffee Chinese New Year Twin Pack, post an Instagram Story of them giving the pack to another person, include the quirky GIF stickers on the post and tag @oldtownwhitecoffee. The GIF stickers can be found by searching the keywords “oldtown white coffee” on Instagram. OLDTOWN White Coffee will reward the most creative posts with cash prizes and Shopee e-vouchers.

Lou explained that instead of trying to be creative with different adaptations of the rat, it ran with the human insight of how the Chinese language can be spun in different creative ways with humour at the heart of the messages.

Dec 17

Kingdom Digital wins at the Campaign Asia-Pacific 2019 Awards

Awarded Silver for Malaysia Independent Agency of the Year and Bronze for Malaysia Digital Agency of the Year.

Edmund Lou, Head of Strategy, and Steven Yap, Head of Digital at Kingdom Digital, receiving the awards

We are proud to receive these awards as they are a reminder of all the amazing work we’ve produced for our clients.

According to our CEO Ryan Ong:

“To be part of the shortlists against bigger agencies is already a huge achievement but to also receive an award for Malaysia Digital Agency of the Year means so much to us.

2019 has been an amazing year for us with many important milestones — expanding our operations to Singapore and winning multiple awards for the work we’ve done. Now, we get to end the year with a bang with two more accolades under our belt. We are very grateful and look forward to another fruitful year in 2020.”

Nov 04

Kingdom Digital wins a Gold Dragon for ookyo’s Epic PUBG Video Campaign

The 2019 Dragons of Malaysia Marketing Communications Awards was a memorable one for us. As a first-time entrant, we had the pleasure of receiving 4 Black Dragons, 2 Bronze Dragons and a Gold Dragon for our ookyo’s Epic PUBG Video Campaign in collaboration with Dan Khoo. Here’s what this campaign is all about!

As ookyo is a relatively small and unknown digital telco brand, this campaign was created to increase brand awareness amongst its target audience – young millennials who love playing mobile games. With eSports being the next big thing, we leveraged on the popularity of PlayerUnknown’s Battlegrounds (PUBG) mobile game and conceptualised a real-life PUBG battle to showcase ookyo as the best network for mobile gaming.

To bring this creative concept to life, we collaborated with Malaysian YouTuber Dan Khoo and three influencers with huge followings of their own on different platforms – Faiz Dickie and Talitha Tan on Instagram, and Adam “SparTanker” Faiz on Facebook. This light-hearted video simulates the frustrations players feel when they encounter lag in the middle of a game due to unstable internet connection, which can cost them their winner winner chicken dinner (a term used in PUBG that signifies winning the game).

As a result, this campaign succeeded in lifting brand interest and consideration for ookyo to new heights.

Catch the action here!

Sep 13

LANEIGE Malaysia wants consumers to hunt for ‘Cica’ in AR game

LANEIGE Malaysia has unveiled an AR game titled “Cica Hunt” to educate and drum up awareness of the new Cica Sleeping Mask and its USP, as majority of consumers are unaware of the term “cica” and its functionalities. Cica is the nickname for centella asiatica and the ingredient is known to be able to soothe and repair irritated skin.

A spokesperson from Kingdom Digital told A+M that based on past digital campaigns done for LANEIGE, the agency learnt that gamifying the product USP was highly engaging and well-received among LANEIGE’s consumers. As such, it upped the ante this time round by conceptualising and developing the AR Cica Hunt which turns Cica into a cute character. Additionally, it hopes to strengthen brand affinity by encouraging more engagement between LANEIGE and its consumers in a fun and interactive way.

Players will have to catch Cica characters to accumulate points to redeem vouchers at physical stores. Players will also get tips to find rare Cica with higher points at certain LANEIGE stores by enabling location access. By driving consumers from online to physical stores, LANEIGE hopes the increased footfall will also help drive and convert sales in the next two months. The AR game will run until 29 September and is targeted at women aged 18 to 45 years old.

Besides social media postings on Facebook and Instagram, the campaign is also supported by display and social ads with specific targeting strategy including remarketing banners followed by on-ground roadshows. Additionally, LANEIGE also converted the characters into GIFs and they are available on Instagram Stories through the keywords “Laneige Cica”. Innity Malaysia handles media strategy and buying for the campaign.

Chloe Chon, senior marketing executive at Amorepacific Malaysia, said it constantly strives to engage with consumers through different ways to tell the brand story through different methods.

“With the AR game, it increases the interaction and engagement between us and customers. For users, the satisfaction doesn’t stop at scoring points in the game, they are also rewarded with physical prizes from the brand which increase the brand experience level from online to offline,” Chon added.

Check out the Cica Hunt AR game.

Sep 12

Biscuit brand Gery MY gets cheeky about the new iPhone in FB post

Apple recently unveiled the new iPhone 11 range, featuring three cameras on the back of the Pro phones and two on the back of the iPhone 11. Gery Malaysia, a biscuit producer that also manufactures cheese crackers, decided to get in on the action by creating iGery featuring its cheese cracker.

In a lighthearted Facebook post, the brand said “Just the right amount of cheese”, featuring its cheese cracker the size of the square containing all the iPhone 11 cameras flashing a mega-watt smile. Done in collaboration with Kingdom Digital, the post was also captioned “And then there was iGery. Say cheese!”

In a statement to A+M, Andri Aditya, commercial manager at Garudafood International Division the move was inspired by Apple newest iPhone designs, which featured a triple-lens “slofi” that went viral online. Through the move, he hopes to build brand affinity and increase the perception of the brand as more relevant and engaging to its consumers, especially among the younger generation.

“While triggering trypophobia for some people, others joked about it looking like a fidget spinner or a razor and memes started going around. As a brand targeting the Millennials, we thought it was an apt opportunity to engage with our audience and showcase our brand personality,” explained Andri.

The suggestion to ride on the social trend and create a post came from its digital agency, Kingdom Digital. According to Aaron Lee, digital art director at Kingdom Digital, the creative was inspired by the shape of the iPhone’s square camera bump and yellow colourway, which resembles the cheesy crackers. Using that in cohesion with the two new camera modules, the agency matched it with the character that was created to personify the Gery Cheesy Crackers. The headline, meanwhile, puts a creative spin on Apple’s very own line for the iPhone 11 to “relate humorously” to the crackers.

“For us at Kingdom Digital, we see this as a right step in helping Gery strengthening their branding in the online community,” added Lee.

As someone with trypophobia, the cute cheese cracker certainly makes the new cameras more bearable to look at.

Aug 05

Marketing magazine’s most recommended digital agencies

Based on surveys with our esteemed database of CEO, CMOs and opinion leaders within the advertising marketplace, Marketing Magazine is proud to present our most recommended Digital Agencies.

Reprise Digital

At Reprise, the company is reinventing digital experiences everywhere, every day.

With end-to-end capabilities that include search, social media, content creation, product and web development, eRetail and strategy, they cut to the core of what truly drives customers by providing a holistic digital-first approach.

Armed with intelligent insights and an audience-first approach, their expert team of specialists deliver integrated initiatives that help the world’s biggest brands connect to the people who drive their business forward – efficiently and effectively.

Part of the Mediabrands division of the Interpublic Group (NYSE: IPG), Reprise is headquartered in New York with over 40 offices around the world.

Kingdom Digital

Kingdom Digital is an award-winning digital agency in Kuala Lumpur, Malaysia. “We are not an agency that promises the world to you. We are the agency that delivers on our promise. The agency that goes beyond expectations. The agency that builds and values relationships.”

“We’re a curious and inquisitive bunch, armed with the passion for weaving magical wonders. Our team of 60-strong creative thinkers, dreamers, and doers relish the challenge of helping brands to be recognised and remembered through meaningful experiences and moments.”


The advent of deep data and technology has created massive chaos and complexity in the marketing ecosystem. Traditional models lie broken, and the new models remain either undefined or are in a state of perpetual flux.

In the age of pervasive intelligence, brands as networks, moment aware experiences, curative technology, adaptive design, and personalised commerce, there is a historic opportunity for a different marketing.

At Entropia, they hope to bring to the fore an agile, digital first and ecosystem approach to this, which is native to the digital age.

In the process, they hope to redefine marketing and customer experience from a white sheet, break more than a few norms, and call a spade a spade.

Welcome to Entropia. Made in future.

Media Prima Digital

The company spearheads innovation, digital marketing, and technology within the Media Prima Group via an integrated and agile approach.

With our digital know-how, they strive to offer a holistic and end-to-end digital solution encompassing performance marketing, mobile app development, data analytics, social media listening, and many more.

The group’s rich intellectual properties and diversified media platforms also allow brands access to mass audiences in a unique and comprehensive manner digitally.

Isobar Malaysia

Isobar is 6,500 people in 85 locations across 45 markets globally, united as one. Their mission is to transform businesses, brands and people’s lives with the creative use of digital.

They believe in Ideas Without Limits – pushing the boundaries of technology and creativity. They are passionate about the power of digital, and their collaborative culture helps them deliver flawless execution and create transformative work.

Jul 04

Malaysian digital agency Kingdom Digital breaks into Singapore

Kingdom Digital, a Malaysia-based digital and social marketing agency, has expanded into Singapore, marking its first international office outside of Malaysia. Kingdom Digital Singapore will be led by business development director, TS Sanjay (pictured).

Sanjay was previously the group sales director at Singapore Press Holdings (SPH) before joining Kingdom Digital in May this year. He worked with SPH for over 12 years and brings with him extensive experience working in the media and advertising industry. Sanjay said he has been an admirer of Kingdom Digital’s digital work and looks to bring the work for brands and advertisers here. “I am very excited to help with Kingdom Digital’s expansion into Singapore,” he added.

The agency has already begun working with Singapore and regional brands including Mediacorp, Tohtonku, and supplement brand Sangobion under P&G.

According to Kingdom Digital’s CEO Ryan Ong, Singapore is a more “progressive and sophisticated” market compared to Malaysia and also the regional business hub for many brands.

“Thus, it requires a tailored and innovative approach when it comes to helping brands connect with their consumers locally and regionally,” he said, adding that the agency will be making senior hires over the next few months to deliver creative strategies, extending its knowledge, expertise, and creative solutions in the digital and social marketing space.

Currently in Malaysia, the 75-strong team work with prominent brands such as Maxis, Sime Darby Property, Nissan, LANEIGE, HEINEKEN Malaysia and many more. Marketing has reached out to Kingdom Digital for additional information on its launch.

Jul 03

Digital & social agency Kingdom Digital opens SG office

Kingdom Digital, an award-winning digital and social marketing agency in Malaysia, has expanded its operations to Singapore. This is the first international office for the independent agency with more regional offices planned.

Kingdom Digital Singapore will be led by TS Sanjay. Sanjay was previously the Group Sales Director at Singapore Press Holdings (SPH), and he is a skilled leader and negotiator with experience working in the media and advertising industry.

“I am very excited to help with Kingdom Digital’s expansion into Singapore. I have long been an admirer of their outstanding digital work and I am sure that this will translate to excellent work being done for brands and advertisers here,” said Sanjay.

Commenting on the launch of the new office, Kingdom Digital’s CEO Ryan Ong, says, “Singapore is a more progressive and sophisticated market compared to Malaysia and it’s also the regional business hub for many brands. Thus, it requires a tailored and innovative approach when it comes to helping brands connect with their consumers locally and regionally. We will be making senior hires over the next few months to help deliver creative strategies, extending our knowledge, expertise, and creative solutions in the digital and social marketing space.”

The agency has already begun working with Singapore and regional brands including Mediacorp, Tohtonku, and Sangobion (Procter and Gamble).