Modest fashion label Mimpikita taps elfo for digital duties

Malaysian modest fashion brand Mimipikita has appointed martech agency elfo to manage its branding, digital advertising and performance marketing initiatives for a year following a closed-door pitch held last October. This is the brand's first time engaging officially with an agency.

Elfo will execute year-long bite-sized campaigns for Mimpikita to streamline and amplify its brand identity, as well as to align with the modest fashion label’s goals to be inclusive and provide meaningful experiences to its community of #KitaGirls.

At the same time, it will also run campaigns together with Mimpikita’s planned collections for the year. The campaigns, which will be deployed across all digital touchpoints – website, social media, email, conversational bot – are expected to build and uplift a Mimpikita community built on inclusivity, empowerment, and universal acceptance. 

According to elfo's spokesperson, it was chosen due to its holistic approach in scaling Mimpikita and its ability to enable and support the brand's growth through elfo’s expertise and proprietary digital marketing platforms. Through the partnership, elfo's spokesperson added that Mimpikita expects an overall increase in share of voice and revenue coming from not only Malaysia but also Brunei and Singapore.

As of last year, elfo has connected with over 200 exclusive partners worldwide including mobile network operators, content providers, government agencies, and enterprises. The brands include Jakarta Garden City, Nu Skin, Cash Text, and Beauty Smile Express. Elfo's range of products provides solutions for programmatic messaging solutions, landing page builder, and email automations.

Mimpikita was founded by three sisters - Nurul, Amirah, and Syahira Zulkifli - and it recently announced a collaboration with Disney which will be made available soon. On how the pandemic has impacted Mimpikita's marketing, its spokesperson said sales was affected especially during the Movement Control Order. However, it proceeded with "rigorous planning and execution", resulting in each campaign rollout hitting its benchmarks.

When asked how the company plans to futureproof its marketing, the spokesperson said it is important to have an effective marketing strategy in place – one that regards all aspects with foresight considerations to enable flexibility on the go.

"The best thing about digital marketing is it is quantifiable, and data and analytics can be captured in real-time. This therefore helps businesses and marketers act accordingly each step of the way," Mimpikita's spokesperson said.

Meanwhile, elfo's spokesperson said for SMEs who are unsure about martech, they can leverage a vast array of training and seminars conveniently offered online to kickstart their journey in this space. That said, experience is still key if SMEs want to fully immerse themselves in the usage of martech platforms.

"They have to get a hand of it, step by step, to understand how it can help with their goals and to fully leverage the platforms. Like Mimpikita, they have taken the next step of working with an agency to better optimise and gain maximum use of them," the spokesperson added.

On the type of skills needed to be knowledgeable about martech, the agency's spokesperson said it is important to educate oneself about the industry, especially pertaining to areas such as customer experience, data analytics, AI, machine learning as well as social media and digital marketing. "He or she should be willing to adapt to the changing trends as the technology industry will keep evolving," the spokesperson said.