Mar 03

PropertyGuru chooses Kingdom Digital for social media duties

Asia’s largest property portal PropertyGuru has selected Kingdom Digital as its social media agency for Malaysia following a pitch that concluded in February.

This was a first for the brand, as the social duties were previously managed
in-house. Kingdom Digital will be responsible for PropertyGuru Malaysia’s Facebook and Instagram accounts, with the aim to help them inspire and empower Malaysians in their home buying journey through social engagements and to build a strong, active, and engaged community online for the brand.

The scope of work includes social content strategy and planning, creative development, social engagement contests, and reporting. Ryan Thoo, Head of Consumer Marketing at PropertyGuru says: “Kingdom Digital was selected because they showed an understanding of what we wanted to accomplish with our social and community strategies in driving our vision to be the trusted property advisor to aspiring homeowners.”

“Our brand mission is to help property seekers make confident property decisions.

Tapping on Kingdom Digital’s social marketing expertise, we hope to elevate our social content and online presence to further enhance various initiatives including building engaged communities that will enable more Malaysians to own their dream homes,” Ryan added.

Elaine Ewe, Senior Strategic Planner at Kingdom Digital says: “When it comes to buying or renting a property, different groups of audience have different needs and concerns, which require specific solutions. So, our strategy is to turn PropertyGuru’s social platforms into an engaging community whereby both aspiring and experienced homeowners can come together to share tips and knowledge, instead of just telling them what to do.”

“We will also leverage on the abundance of content PropertyGuru already have on their website, such as property guides, honest project reviews, #AskGuru, and more; and turn them into educational social content to empower Malaysians to own a home like an expert,” Elaine explained.

PropertyGuru is currently running a “Property Prodigy’ social media engagement contest from March 6 – 27 to give back to its followers on Facebook and Instagram. Participants that share a piece of advice according to the weekly theme in the comment section and tag three friends will stand a chance to win RM100 prize money each week. For more information, check out PropertyGuru’s Facebook page and Instagram account.

The appointment is the latest in a series of social account wins for Kingdom Digital, which include German professional appliances brand Karcher, cosmetic brand Silkygirl, coffee brand Oldtown White Coffee, as well as Turkish personal care brand XO.

Feb 26

SILKYGIRL names social media agency for Malaysia and Singapore market

Cosmetic brand SILKYGIRL has appointed Kingdom Digital to handle social media duties in Malaysia and Singapore for a year, following a pitch held in the fourth quarter of 2019. The agency is responsible for developing and executing social strategy, creative content, and community management for SILKYGIRL Malaysia’s Facebook and Instagram, as well as SILKYGIRL Singapore’s Facebook. SILKYGIRL declined to comment on A+M‘s queries regarding the incumbent.

Daniel Chin, MD at Alliance Cosmetics Group International, said Kingdom Digital was chosen because of its solid track record in the industry.

“Kingdom Digital has demonstrated that they have a firm understanding of the SILKYGIRL brand and our audiences. We are confident that their social media expertise will build meaningful consumer connections for the brand and boost our online presence in Malaysia and Singapore,” Chin said.

Ryan Ong, CEO at Kingdom Digital, explained that winning the account is an important milestone as the agency looks to further build its social media portfolio in both countries.

“We are incredibly excited to partner with SILKYGIRL as it is such a fun, youthful, and trendy brand. We look forward to delivering equally fun and compelling brand stories to its followers on social media, at the same time building a stronger brand affinity and desire,” Ong added.

Kingdom Digital broke into Singapore last July, marking its first international office outside of Malaysia. Led by business development director TS Sanjay, the agency is currently working on clients including Mediacorp, Tohtonku, and supplement brand Sangobion under P&G. The latest SILKYGIRL win adds on to the slew of clients the agency has bagged recently – OLDTOWN White Coffee, cleaning tools supplier Kärcher Malaysia, and Turkish-based cosmetics and care company Kopaş Cosmetic.

Read also: Kingdom Digital highlights importance of sharing in Ip Man-inspired CNY spot

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 24

Kingdom Digital highlights importance of sharing in Ip Man-inspired CNY spot

Kingdom Digital’s Ip Man 4 inspired Chinese New Year video features an intern who is left behind in the office while everyone leaves for the Chinese New Year holidays. Thinking he was alone, the intern reached out to grab a mandarin orange only to find that a senior colleague, who also stayed back, reached for the orange too.

The intern refused to share the mandarin orange and did not play nice to the senior. As such, the senior took this opportunity to teach him a lesson that relationships matter and the importance of sharing. It took Kingdom Digital a day to shoot and produce the video in-house.

In a statement to A+M, digital video director Orson Lew said the team was set on producing a lighthearted video from the get-go as they knew that content is king. Lew added that video is also the most versatile format as consumers can watch it on any device anytime.

“Over the past year, we have been bolstering our in-house video team and we have been making great video content for our clients. We thought this would be a good opportunity to showcase our video shooting and production capabilities, hence we pitched to the management team and they were sold on the story idea,” he said.

Since the video was inspired by the latest Ip Man 4 movie, Lew added that the team jokingly named it Ip Man 5. He explained that the Ip Man films are synonymous with Chinese New Year, as the reruns are commonly seen on TV during the festive season. As such, the team decided to weave some of the iconic wing chun moves and scenes into the video.

Read also:
Naga DDB Tribal spins new CNY tune for clients they ‘suka’
FOREFRONT ushers in good times this CNY with handwritten wishes

Jan 21

Nutox Malaysia Launches “Let Youth Bloom” Chinese New Year Campaign

Nutox Malaysia has launched an interactive Chinese New Year campaign this year to promote its best-selling Nutox Advanced Serum Concentrate. At the same time, the brand hopes to leverage this opportunity to give back to its customers.

Partnering with its agency Kingdom Digital, this “Let Youth Bloom” campaign features a Nutox-themed digital board game adventure hosted on a microsite:

Utilising two randomisers in the development of the microsite, players can roll the dice for a different surprise every day based on the tiles they land on – whether it is skincare tips, zodiac forecasts, exclusive voucher codes, or even prizes worth up to RM8,888 including the Nutox Advanced Serum Concentrate, which firms and smoothens skin in just 7 days.

Each player is automatically entitled to three rolls of the dice daily and they may unlock more dice rolls by sharing the board game on Facebook. Each share will automatically unlock 1 extra dice roll. Players may claim a maximum of three additional dice rolls per day.

The campaign is now live and will end on the 8th February 2020. It is supported by postings on Nutox Facebook and Instagram, digital and social media ads, as well as influencer engagement to entice the audience to participate and drive traffic to the microsite. Crème Digital handles media planning and buying while Innity Malaysia is in charge of influencer engagement.

“We wanted to tap on the CNY festivity to increase brand awareness and to stay relevant with our target audience. Last year’s digital campaign was a hit among our customers, so we decided to get Kingdom Digital to develop another engaging campaign that ties in with the ‘let youth bloom’ campaign idea,” said Chua Su Fee, Group Brand Manager at Tohtonku Malaysia.

“Our task was to bring customers on a unique discovery journey about Nutox Advanced Serum Concentrate and its USP. Instead of just a standard informative microsite, we conceptualised this dice of youth board game that combines some of Malaysians’ favourite CNY elements such as game of chance and zodiac forecast, along with educational skincare tips to better engage with Nutox’ audience,” said Lui Xiao Yee, Head of Client Servicing at Kingdom Digital.

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.