Laneige Malaysia hands digital and social duties to Kingdom Digital

Korean skincare and makeup brand Laneige Malaysia (Laneige) has selected Kingdom Digital as its digital and social media agency. The appointment, effective 1 May 2017, comes after the agency won the competitive pitch held in December last year to develop and launch the digital campaigns for its Perfect Renew and Two Tone Lip Tint Bar range.

Kingdom Digital has implemented four digital campaigns for Laneige to date. One of the recent campaigns they launched is the Mission Dew-able, an integrated campaign aimed at promoting the Laneige White Dew series via an animated game story. Participants are asked to join the game as agents to help Lady Dew defeat villains such as Dr Dry and Dark Spotty in her journey back to the White Palace. The highest scorers stand a chance to win a trip for two to Korea or White Dew products.

“We’re truly happy to continue our partnership with Kingdom Digital on a retainer basis. They have proven that they understand our brand and the different product ranges we have based on the digital campaigns they were involved in previously. They have demonstrated that their approach, creative ideas, and digital marketing expertise are a great fit for the brand.” Winnie Foong, Laneige Brand Manager, said.

“Laneige has been in the Malaysia market for over 10 years, and they have raised the bar in the beauty world by constantly upgrading their products using the most advanced technology. We’re excited to lend our digital expertise to help Laneige extend its brand presence and continued success in the digital space.” Ryan Ong, Managing Partner at Kingdom Digital, said.

Kingdom Digital will assume responsibility for Laneige’s various digital marketing initiatives -from digital strategies development, content creation, creative campaign conceptualisation, microsite design and development to social media marketing and community management. The agency will also be supporting the brand’s ATL activities and on-ground events.