Scentify turns fragrance into episodic ‘scent-ertainment’ for XiaoHongShu

As brands jostle for attention during Chinese New Year, one fragrance player is betting big on Xiaohongshu. Scentify, by Enchanteur, has partnered with Ogilvy Malaysia to launch an episodic social drama on Xiaohongshu, positioning its new Golden Breeze variant as the “lucky scent of the year”.

Titled "Fabric Scented, Fortune Granted", the campaign was designed specifically for Xiaohongshu, tapping into the platform’s growing appetite for serialised short-form drama content among Chinese-speaking audiences in Malaysia. Episodes were later extended to Instagram to reach Scentify’s broader community, but the storytelling was conceived as a Xiaohongshu-first play.

The series follows Master Wang, a charismatic “Scent Feng Shui” master portrayed by popular personality Elaine Wong (@elaineyying), who shows how a single spritz of Golden Breeze can usher prosperity and positive energy into the home. Each weekly instalment builds anticipation in the lead-up to Chinese New Year, mirroring the rising excitement of the festive season.

Don't miss: Guardian Malaysia reimagines “ONG” with health-focused CNY micro-drama

Launched a month ahead of CNY, the campaign leans heavily into cultural symbolism. Mandarin notes, which feature prominently in Golden Breeze, are traditionally associated with prosperity, renewal and good fortune. By weaving these associations into a narrative format, the brand moves beyond conventional product demonstration into cultural storytelling.

According to Saki Goh, marketing and eCommerce director at Scentify, the objective was to spark conversation rather than simply advertise a fragrance. “We wanted a campaign that went beyond product advertising. It had to spark conversation, feel culturally authentic and carry a touch of magic,” she said.

“Ogilvy understood how to blend storytelling, tradition and technology in a way that feels both contemporary and deeply connected to the season. The idea of positioning Golden Breeze as the ‘lucky scent of the year’ immediately resonated with us. It perfectly captures the spirit of Chinese New Year," added Goh.

A key feature of the campaign is its AI-assisted production process, developed with D Moving Pictures. Instead of a traditional multi-day shoot, the team captured still photography in a single-day session. AI prompting was then applied to animate expressions and movements, stitching the visuals into a polished episodic narrative. The approach delivered visual consistency and high production value, while significantly improving efficiency.

Michelle Ong, executive director at Ogilvy Malaysia, said the decision to build a Xiaohongshu-first drama was deliberate. “Chinese New Year is one of the most emotionally charged and culturally nuanced moments in the calendar. By developing a Xiaohongshu-first drama series, we were able to meet audiences on the platforms they love, in formats they actively engage with,” she said. “AI-assisted production enabled us to push creative boundaries, bringing agility, craft and a distinctive visual identity to a highly competitive festive landscape.”

Beyond content, the campaign spans KOL partnerships and retail activations, creating a fully integrated festive push.

Similarly, Guardian Malaysia's "Stay ONG in Health and Radiance" micro-drama campaign moves beyond material wealth, highlighting holistic wellbeing, showing that true prosperity lies in caring for one’s health, radiance, and relationships.

Designed for vertical, mobile-first viewing, each one-to-three-minute episode delivers high-energy storytelling with addictive cliffhangers, making it ideal for TikTok, Instagram, YouTube Shorts, and Xiaohongshu. The series follows the Ong family, each member chasing their own version of “ONG,” from superficial displays of success to exaggerated ideas of luck and prosperity. 

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