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: https://letyouthbloom.nutox.my/.
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.
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