Physiogel Campaign

OVERVIEW

Physiogel, a renowned dermatological skincare brand, aimed to strengthen its presence in Malaysia by targeting the Malay market during the festive season of April-June 2022. The campaign focused on two main products: the Daily Moisture Therapy (DMT) and Calming Relief (CR) ranges, highlighting their Biomimic and PEA technologies. The main goal was to increase brand awareness, engagement, and drive traffic to the microsite for participation in a festive campaign.

OUR ROLE

Data Insights
KOL & Influencer Engagement
360 Digital Strategy & Ideation
Campaign Design & Development
Social Media & Performance Marketing
Microsite Development & Gamification

The Challenge

The main challenge was to break through the highly competitive skincare market during the festive season, which typically sees an influx of marketing campaigns. Physiogel wanted to engage with a predominantly Malay audience while showcasing the premium quality and benefits of its products. The goal was to increase awareness and drive user engagement through a seamless, interactive campaign, all while ensuring measurable results such as traffic to the microsite and livestream participation.

Our Approach

Campaign Strategy

We developed a two-part strategy:

Awareness & Engagement:

Utilising influencers to build excitement through interactive social media content and a festive-themed microsite.

Direct Interaction:

Driving audience participation with the gamified “What's Your Warna Raya?” campaign, encouraging users to support #TeamBiru or #TeamJambu, aligning with Physiogel's product lines.

Content Strategy & KOL Marketing

To maximise engagement, we worked closely with KOLs who aligned with the brand's target audience. Influencers introduced users to the campaign, participated in livestream games, and drove participation through social media content. KOL involvement was critical in making the brand more relatable and interactive for the Malay market.

Gamification & Microsite Integration

We designed a microsite where users could participate in team-based games to win vouchers and prizes. The microsite gamification included a “Play, Sign-Up, Vote” mechanism, where users selected a team, contributed to scores, and participated in a livestream to further engage with Physiogel's products.

Social Media Engagement

Interactive social posts, driven by the campaign's festive themes, engaged users with content that celebrated Raya spirit and mood. The content was tailored to resonate with the Malay market, incorporating relatable lifestyle and cultural elements, while featuring the product USPs.

Result

The campaign significantly outperformed its targets, highlighting the effectiveness of the approach:

Microsite

749%

Engagements
achieved VS Target

179%

Clicks achieved
VS Target

15k+

Website
Visits

Livestream

605

Peak Concurrent
Viewers

46k

Total Reach

4200

Comments

Conclusion

This Physiogel campaign effectively established a stronger brand presence in the Malay market, generating significant user engagement, participation in the campaign's microsite, and overall awareness through interactive, influencer-led marketing.