SASA Malaysia has partnered with FCB Kuala Lumpur to launch Seri Bersama Sasa, the brand's new platform designed to engage Malay female Millennials. Seri Bersama Sasa features weekly refreshed content ranging from beauty tips, make-up tutorials and product demonstrations developed in collaboration with beauty influencers - Elcah Hasha, Nisha Ezzati and Adlina Suhaimi.
The platform focuses on helping Malay women maintain their shine during Ramadan, by offering an in-depth behind-the-scenes view into the influencers' own beauty regimes during this period. It also unveiled two distinct Raya make-up looks co-created by the influencers that audiences can adopt by watching the online tutorial videos or via exclusive make-up sessions held at Sasa stores.
In a statement to A+M, FCB's head of digital Li Lian Hor said the Malay beauty influencers it identified had to have a decent following on Instagram of more than 100,000, as well as a high number of subscribers you YouTube with good engagement with their followers. The influencers are required to create and post nice make up tutorials.
"Overall, we thought [the three beauty influencers] were a good fit as they had great personality and shared good and interesting content with their followers," Hor said. Hor added that SASA understood the influencers each had their own style. Hence, it gave them the creativity and freedom to create their own tutorial videos that would appeal to their fans.
In addition, Sasa will be running an Instagram contest inviting fans to recreate their favourite raya make-up look shared by the influencers, via the campaign hashtag #SeriBersamaSasa to stand a chance to win branded make-up sets and SASA cash vouchers.
According to Hor, the campaign was designed based on our insights on how Malay womens’ beauty regime changes throughout the Ramadan period and therefore we tailored our content to meet to their changing needs. “It’s been an interesting and fun journey collaborating closely with Sasa and these beauty influencers to create unique pieces of content for these young Malay women," Hor added.
FCB was appointed by SASA earlier this year to handle advertising and digital work. A+M has reached out to FCB for additional details on why SASA chose to work with the three influencers.
Project name: Seri Bersama SaSa
Creative agency: FCB Kuala Lumpur
Client SASA Malaysia
Client(s): Lisa Soon, Grace Wong, Dickson Choo, Jaslene Kau, Lau Weng Kit
Head of creative: Ferohaizal Abd Karim
Creative group head: Zaulin Bakhtiar
Senior art director: Safian Anuar
Senior designer: Izmeq Nadzri
Copywriter(s): Izham Fazely, Megan Ong
Producer: Brandon Chai
Head of digital: LiLian Hor
Digital manager: Annabeth Lee
Digital executive: Amanda Dynah
Production house: Outpost Production