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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.

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