some of my
past projects
UNIQLO Malaysia; Penetrating The Malay Market
Situation
Although UNIQLO Malaysia was winning when it came to Urban Chinese Malaysians, UNIQLO hadn’t yet really penetrated the Malay Market in urban and rural locations despite having a nationwide store presence.
Challenge
Due to fashion sensitivities such as modesty that aligns with Malay culture, UNIQLO’s global assets and current communication assets weren’t positioning their products to fit with this behaviour and mindset.
Objective
Build relevant and affinity with the Malay Market that will drive trial, consideration, and purchase.
Approach
As the Malay Market were incredibly active across Instagram and TikTok, we developed a modest-focused content series that purely showcase fashion in line with their requirements and in Malay so that understanding and style was seamless.
After some time, the series outperformed the conventional and mainstream content and proved to be a basis of future marketing efforts.
Nescafe; Making Coffee Emotional
Situation
Nescafe Malaysia was facing two dilemmas in Malaysia. On one hand they are facing increasingly competitive category that are cutting prices whereas the other are cafes that, despite offering higher priced alternative, deliver a more exciting and enjoyable experience for drinkers.
Challenge
Despite these pricing and experiential challenges, Nescafe didn’t define the in-home coffee consumption moment for the 21st Century where it had been positioned as the morning-occasion-before-the-day beverage.
Objective
Redefine coffee’s role in households.
Approach
To move away from the functional benefits of coffee, that have long been established, to a richer away of connection, self love, and peace that coffee can own especially in the morning occasion but can be done whenever.
Dutch Lady; Addressing A National Crisis
Situation
Although Dutch Lady has been traditionally consumed as a morning treat for children as part of their daily nutritional intake with cereal, Malaysia is on the cusp of a nutritional health crisis. Malaysia routinely tops ranking of regional tables of diabetes and obesity.
Challenge
These nutritional issues were mainly due to the poor diet that Malaysians eat during breakfast which consists of carb-heavy foods with maybe fried snacks.
Objective
Establish Dutch Lady as a brand that cares by positioning the brand against this nutritional disaster.
Approach
Move away from taste and delight to highlighting the nutritional value and components to showcase the benefit it can have for families and consumers.
