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Apr 28

Korean beauty brand MAKEHEAL taps agency Kingdom Digital for its debut in SG

Singapore – Social media agency Kingdom Digital has been chosen by South Korea-based beauty brand MAKEHEAL to mark its entry in the Singaporean market.

MAKEHEAL’s brand of cosmetics combines scientific expertise and artistic sensibilities to create ‘transformative’ beauty products for young women. The brand was brought to the Lion City by company Alliance Cosmetics Singapore.

Other than the flagship range, the company will be introducing to Singaporeans its sub-brands – eye makeup professional ‘EYECROWN’, trendy makeup specialist ‘T:SOME’, and skin cleansing expert ‘PEELOSOFT’.

From MAKEHEAL’s Instagram account

Kingdom Digital has been appointed for nine months, and has already started its work with the official launch happening last 15 April. For the inaugural entry of the MAKEHEAL brand, Alliance Cosmetics has chosen social media channels as the main communication platform.

According to Daniel Chin, MD at Alliance Cosmetics Group International, MAKEHEAL’s target audience is between the age of 16 to 34 years old.

“This group of consumers spend most of their time online and they are active social media users. Also, they tend to discover new brands and products via social platforms. Hence, it made sense for us to start with a strong social presence to engage with the consumers,” said Chin.

With the appointment of the agency, which saw it competing with two other creative firms, Chin shared that the decision to work with Kingdom Digital was spurred by the established experiences it had with beauty brands and the solid reputation that preceded the agency.

Besides MAKEHEAL, Kingdom Digital is also the agency partner for another Alliance Cosmetics-managed brand SILKYGIRL; and in September last year, it has also nabbed the account of another South Korea-origin cosmetics brand The History of Whoo.

For its remit, the agency will be responsible for social strategy and ideations, content planning and development, community management, as well as monthly reporting for MAKEHEAL’s Facebook and Instagram.

Account leads from Kingdom Digital Elaine Ewe and Yvonne Lee, jointly commented, “To set the brand apart from its competitors, we devised the unique proposition that MAKEHEAL is made with beauty consumers in mind. We will be highlighting its professional and intuitively designed products that are easy to use, which empowers women to own their vibe and celebrate their individuality. This will be reflected in the brand’s content and creative direction across social platforms,”

News
Apr 28

Korean beauty brand MAKEHEAL picks Kingdom Digital to dazzle consumers in SG debut

Distributor Alliance Cosmetics Singapore has appointed Kingdom Digital to debut the South Korean makeup brand MAKEHEAL in Singapore, following a three-month pitch process that saw three agencies vying for the account. The social media appointment is nine months long and sees the agency leading social strategy and ideations, content planning and development, community development, and monthly reporting for MAKEHEAL’s Facebook and Instagram. According to Kingdom Digital, work has already rolled out.

Daniel Chin, Alliance Cosmetics Group International’s MD said it was impressed with Kingdom Digital’s portfolio of skincare and cosmetics brands. According to him, this showed that the agency has an in-depth understanding of the beauty industry. “It has also demonstrated a proven track record of helping beauty brands achieving high brand awareness through the consistent social presence and curated social content,” Chin said.

The brand is targeted at consumers aged 16 to 34, who also happens to spend most of their time online and on social media, Chin said. Hence, it made sense for the company to start with a strong social presence to engage with consumers.

Alliance Cosmetics Singapore also distributes SILKYGIRL and Kingdom Digital is currently working with the cosmetics brand for social media duties in Malaysia and Singapore. Other cosmetic clients in Kingdom Digital’s portfolio include The History of Whoo and Kopas Comestic. It also previously worked with LANEIGE Malaysia.

Kingdom Digital’s strategic planners Elaine Ewe and Yvonne Lee said it devised the unique proposition that MAKEHEAL is made with beauty consumers in mind, in an effort to set the brand apart from its competitors.

“We will be highlighting its professional and intuitively designed products that are easy to use, which empowers women to own their vibe and celebrate their individuality. This will be reflected in the brand’s content and creative direction across social platforms,” they explained. On top of MAKEHEAL’s flagship range, the brand is also introducing its sub-brands – EYECROWN, T:SOME, and PEELOSOFT – to the Singapore market. A+M has reached out to Kingdom Digital for additional information on MAKEHEAL’s entry into Singapore.

News
Mar 01

February’s Top 5 stories: Kingdom Digital delivers 300 personalized digital ‘thank you’ cards for its 2020 wrap up

The top 5 stories this February.

Jumping off the icebreaker of the year, the list this February is another group of brands showcasing innovation and over-the-top creativity. Three out of five are marketing campaigns hailing from Malaysia, with one region-wide; while stories of new leadership appointments, with new hires tasked to take the helm of an Asia-wide team, continue to inspire this month.

Based on Google Analytics from 16 January to15 February, here are the top 5 stories for February.

Top 5: SUBPLACE’s ‘Founder Story’ campaign

When SUBPLACE launched in December, it became the first-of-its-kind, offering an all-in-one marketplace for products on a subscription-based service. In order to encourage merchants to hop on the said business model, it rolled out its ‘Founder story’ campaign.

The unique proposition that SUBPLACE offers pushed it to similarly offer innovative marketing strategies. In the ‘Founder story’ campaign, it roped in the founders and CEOs of five of its partner brands to talk about each of their brand stories and why they chose the subscription model. The brands featured were probiotic drink Yakult, health and wellness retail chain store, Ogawa, and intimate health and aesthetic clinic, Clinic Rui, among others.

SUBPLACE CEO Mak WH shared to MARKETECH APAC, “We invited our biz partners to be storytellers, to talk about why they chose to adopt the subscription model in these challenging times, and what their inspiration for doing so was. Through these short features, we also introduce the subscription business model to viewers and convey how this model differs from other business models through first-hand accounts from business owners,” said Mak.

Top 4: dentsu announces new chief growth officer for CXM

Global media and marketing network dentsu international is continuously bolstering its leadership, unveiling veteran hires from time to time; and for its customer experience management business in APAC, it has appointed digital and tech veteran, Rachel Ooi, as its chief growth officer.

Prior to joining dentsu, Ooi has worked for professional services company Accenture as managing director for Industry X.0, the firms’ digital and tech solutions for businesses; and for multinational conglomerate General Electric (GE) as general manager for the ASEAN enterprise sales, as well as leading GE’s Ecosystem Alliance for the APAC region.

For her role, she will be responsible for bolstering dentsu’s CXM regional footprint through new business and organic growth, working closely with the leads of the network’s Media and Creative divisions on integrated opportunities.

In an exclusive conversation with Ooi, she said that the pandemic has turned the CXM landscape around, where everyone is transiting to a ‘Digital Genesis’ era.

“In the past, database marketing is the way to go, direct marketing is the way to go. [Right now], we’re talking about leveraging not just on technology, data, but also enhanced creativity, working closely with the ecosystem,” noted Ooi.

“Here in dentsu, even Merkle, we aim to achieve [and differentiate] by giving competitive advantage to brands and clients. We do that by having a different perspective, no longer just advertising, marketing in siloes, sales, and commerce; we look at it as a full perspective [on] how we can be a strategic partner to clients.”

Top 3: Creative tech development company Adaptis appoints seasoned business development executive Joven Barceñas as head of growth

Joven Barceñas, former head of advertising and sponsorship sales at Lighthouse Independent Media, the publisher of Singapore-based Marketing Magazine, has been named as head of growth at Adaptis.

Adaptis is a collective of digital development studios strategically located in Europe and Southeast Asia, providing experience-led technical capabilities to global clients.

With the role, Barceñas will be responsible for growing the business of the firm through business development and marketing, as well as improving processes within the function.

Having almost a decade of experience in media, marketing, and technology, Barceñas shared that he chose to further focus on the latter as the industry of technology keeps on evolving and that he aims to be in an environment that presents consistent innovative offerings to improve results for clients.

“In my current role at Adaptis, I was very fortunate to have been working with very talented people in technology development, and I’m learning a lot about UX, UI, and how machine learning or AI works,” he said.

Top 2: Kingdom Digital delivers 300 personalized digital ‘thank you’ cards for its 2020 wrap up

Social and content agency Kingdom Digital in Malaysia exercised its expertise in social media and digital creatives when it went the extra mile for its 2020 year-ender special, delivering and publishing over 300 personalized ‘thank you’ cards, to clients, media partners, and employees.

In the form of 8-second clips, the agency curated a sincere and unique message for each receiver, all posted and published on its Facebook and Instagram Stories.

Its Head of Strategy Edmund Lou let us in on the agency’s conceptualization process for the initiative, sharing that the team decided to push through with it, knowing how digital cards increased in popularity during limited physical contact at the middle of the pandemic.

Lou said the team had to appoint designated writers and make use of a proprietary system, Digital Creative Automation (DCA), in order to pull off the moving banners which required 170 varied visuals and copy.

Top 1: Colgate’s ‘Made for Greatness campaign’

The top story for this month can be considered as a dark horse in its own right–Colgate’s ‘Made for greatness’ campaign which was first released a little while back – in November 2020 – and coming through the ranks, garnering the most views for the month.

The campaign is for its hardworking formula, Colgate Total, where it featured professional climber and Academy Award-winning documentary director, Jimmy Chin. The spot shows Chin climbing an arduous mountain, but succeeding in the end, bringing the message of strength and ‘greatness’ in tandem with the Colgate brand.

In an exclusive conversation, Lyndon Morant, Colgate-Palmolive’s regional marketing director, shared that the theme of greatness came about in answering the question “Why did we make Colgate Total?”

“The answer is that we designed [it] for those people, for whom the highest grade [and] the highest performance in everything that they use makes [a] difference,” he said.

Watch the live report of the top stories for the month on our YouTube channel, where we give you exclusive appearances from the newsmakers themselves.

This is in collaboration with Malaysia-based media company The Full Frontal.

spritzer-article-thumbnail News
Feb 05

Spritzer Appoints Kingdom Digital to Run Social Media

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Spritzer Malaysia Bhd has appointed Kingdom Digital as its social media agency. The appointment will be for a period of a year.

Kingdom Digital will be responsible for managing Spritzer’s Facebook page, developing content strategies, and producing relevant creatives. The agency will also be managing digital campaigns for the brand.

“We are excited to kick-start our journey with Kingdom Digital to strengthen our social media presence,” said Elaine Ho, Group Marketing Manager of Spritzer Malaysia.

“We hope to use our renewed social presence to deepen our engagement with our target audience while attracting new customers. We look forward to a strong partnership – carving out fresh ideas to continue evolving the brand.”

Meanwhile, Kingdom Digital’s CEO, Ryan Ong said that he remains focused on bringing the brand to the next level via innovative and engaging social ideas and solutions.

“We are honored to have the opportunity to work with such a well-established brand. In terms of strategy, we want to position Spritzer mineral water as an ideal partner for everyday moments,” said Ong.

“Together, with Spritzer, we are confident that our extensive expertise in digital, content creation and strategy will drive greater engagement and resonance with their target audience on social media.”

Working with Kingdom Digital, Spritzer has recently launched two initiatives. The first is a CNY short film produced in collaboration with Creo Creative.

The second initiative is an Instagram AR filter, which is now available on Spritzer’s Instagram. To activate it, users just need to go to the Filter tab on Spritzer’s profile and click on the “Just Add Water” post.

The agency’s work for Spritzer has commenced since January this year.

spritzer-article-thumbnail News
Feb 05

Kingdom Digital Wins Social Media Agency Role For Spritzer

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Spritzer Malaysia Bhd, producing Malaysia’s best selling natural mineral water, has appointed Kingdom Digital as its social media agency. The  appointment will be for a period of a year. Under this appointment, Kingdom Digital will be responsible for managing Spritzer’s Facebook  page, which includes developing content strategies and producing relevant creatives. The  agency will also be managing digital campaigns for the brand during this appointment period.

Through this partnership, Spritzer looks to strengthen its brand awareness as well as top-of mind recall among Malaysians, when it comes to deciding on natural mineral water.

Elaine Ho, Group Marketing Manager of Spritzer Malaysia said “We are excited to kick-start  our journey with Kingdom Digital to strengthen our social media presence. We hope to use  our renewed social presence to deepen our engagement with our target audience while  attracting new customers. We look forward to a strong partnership – carving out fresh ideas  to continue evolving the brand.”

Meanwhile, Kingdom Digital’s CEO, Ryan Ong expressed that they are set to take the mineral  water brand to the next level via innovative and engaging social ideas and solutions. “We are  honoured to have the opportunity to work with such a well-established brand. In terms of  strategy, we want to position Spritzer mineral water as an ideal partner to everyday moments.  Together, with Spritzer, we are confident that our extensive expertise in digital, content  creation, and strategy will drive greater engagement and resonance with their target audience  on social media.”

The agency’s work for Spritzer has commenced since January this year.

spritzer-article-thumbnail News
Feb 04

Kingdom Digital bags social media agency role for Spritzer

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Kuala Lumpur, Malaysia – Malaysian natural mineral water brand, Spritzer, has appointed Kingdom Digital as its social media agency, with the partnership inked to last for one whole year.

Under the appointment, Kingdom Digital will be responsible for managing Spritzer’s Facebook page, which includes developing content strategies and producing relevant creatives. The agency will also be managing digital campaigns for the brand during the appointment period.

Through the partnership, Spritzer looks to strengthen its brand awareness as well as top-of-mind recall among Malaysians, when it comes to deciding on natural mineral water.

Elaine Ho, group marketing manager of Spritzer Malaysia, said “We are excited to kick-start our journey with Kingdom Digital to strengthen our social media presence. We hope to use our renewed social presence to deepen our engagement with our target audience while attracting new customers. We look forward to a strong partnership – carving out fresh ideas to continue evolving the brand.”

Meanwhile, Kingdom Digital’s CEO Ryan Ong expressed that they are set to take the mineral water brand to the next level via innovative and engaging social ideas and solutions.

“We are honored to have the opportunity to work with such a well-established brand. In terms of strategy, we want to position Spritzer mineral water as an ideal partner for everyday moments. Together, with Spritzer, we are confident that our extensive expertise in digital, content creation, and strategy will drive greater engagement and resonance with their target audience on social media,” Ong said.

The agency’s work for Spritzer has commenced since January this year, already launching two initiatives.

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Kingdom Digital has already launched a CNY film for Spritzer

The first is a Chinese New Year short film produced in collaboration with Creo Creative, a light-hearted video that centers on the ‘Feng Shui’ theme. Meanwhile, the second one is an Instagram AR filter, which is now available on Spritzer’s Instagram account, @spritzerwater.

In January, Kingdom Digital surprised its clients with its special year-ender tribute, publishing over 300 digital thank you cards on Facebook.

spritzer-article-thumbnail News
Feb 04

Spritzer Malaysia hands Kingdom Digital social media duties

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Spritzer Malaysia has appointed Kingdom Digital as its social media agency for a year. The agency will manage its Facebook page, which includes developing content strategies and producing relevant creatives. Kingdom Digital will also oversee digital campaigns for the brand.

Through this partnership, Spritzer looks to strengthen its brand awareness as well as top-of-mind recall among Malaysians, when it comes to deciding on natural mineral water. Elaine Ho, group marketing manager of Spritzer Malaysia told A+M that Kingdom Digital was chosen based on “its track record of having an impressive list of clients and the work that has been churned out. The awards the agency won has also been a strong determining factor”.

Working with Kingdom Digital and Creo Creative, Spritzer recently launched a Chinese New Year short film which centres on the theme of feng shui. In the video, the superstitious protagonist Ah Keong and his family heed the advice of feng shui master Ong Sifu on what they should do as there is not enough shui (water) and green in the house. Spritzer also created an Instagram AR filter for consumers to interact with.

For 2021, Ho said Spritzer wants to focus on communicating with its younger audience to ensure that Spitzer remains the top choice for them. She also aims to increase brand preference for Spritzer and create a dominating share of voice compared to its competitors. “Consistency in brand communication and positioning remains our priority. With the increase in clutter on social media, it is important that Spritzer remains clear of what the brand communicates and represents,” Ho added.

Meanwhile, Kingdom Digital’s CEO, Ryan Ong expressed that they are set to take the mineral water brand to the next level via innovative and engaging social ideas and solutions. “We are honoured to have the opportunity to work with such a well-established brand. In terms of strategy, we want to position Spritzer mineral water as an ideal partner to everyday moments. Together, with Spritzer, we are confident that our extensive expertise in digital, content creation, and strategy will drive greater engagement and resonance with their target audience on social media.

marketech-article-thumbnail-this News
Jan 21

LOOK: This MY marketing agency pulls own creativity to deliver 300 personalized ‘cards’ to partners

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Malaysia – The first month of the year is coming to an end, but it seems thank you messages have yet to reach their deadline – especially when it’s done creatively and sincerely.

One social and content agency based in Malaysia melted hearts when it surprised each of its partners on its Facebook page with a personalized thank you and appreciation card.

Kingdom Digital, whose main services are social media and content marketing, pulled its own expertise in whipping up its #KDWrapUp2020, creating a total of 340 messages for all of its partners – from clients and media partners down to its own employees – through brief clips. Receiving a year-ender regards from the people you’ve worked with is touching enough, but Kingdom Digital, on the other hand, takes it up a notch by curating each of the messages as sincerely as possible, truthful of the relationship it had with the partner.

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One of its messages, for Malaysian leisure and entertainment resort, Resorts World Genting, whose account Kingdom Digital bagged for the year, read, “Thank you for choosing us this year! We managed to create something awesome despite the tough year. Hopefully, we can work on more amazing projects in years to come.”

Of course, long-time partners got the share of the love from Kingdom Digital, such as local wedding vendors platform, Weddings Malaysia.

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In its message, the agency emphasizes its eight-year affiliation with the brand, saying, “Where do we begin. Still in love after 8 years. Yup, we’ve been counting. Together, we created a space where lovebirds flock to. And since then, it has been the go-to nest for these lovebirds.”

The same kind of touching messages was also given out to its media partners, while for employees, the message highlighted their most memorable achievement in 2020, along with their hopes for the new year.

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For the agency’s message for yours truly, it highlighted the new relationship we have forged which started in the latter part of the year.

According to Kingdom Digital’s Head of Strategy Edmund Lou, the key message behind the initiative is ‘gratitude’.

“Despite the unpredictable times in 2020, we wanted to show that we’re grateful for the little things that kept us going and brought joy to an otherwise distressing year. Through this, we hope we can also encourage others to appreciate the present and look forward to future opportunities,” said Lou.

Lou added, “Being a creative agency, we are always finding new ways to tell stories. The idea spawned from our behavior of sending personalized festive greeting cards. So, we thought, why not? We love it when we receive something personal, don’t we?”

Aside from Facebook, clips were also uploaded on the agency’s Instagram stories. In creating the videos, which required 170 varied visuals and copy, Kingdom Digital shared it made use of its proprietary system, Digital Creative Automation (DCA), which deploys personalized banners.

The agency’s wrap-up initiative this year definitely ran the extra mile, where last year’s year-ender was a simpler single video format highlighting the agency’s 2019 achievements.

Kingdom Digital, which also has a growing presence in Singapore, recently bagged notable accounts as the year came to an end such as Scotch brands Johnnie Walker and Singleton, and South Korean skincare brand The History of Whoo.

mob-ex-thumb-1 News
Dec 08

Kingdom Digital nabs 2 awards at Mob-Ex Awards 2020

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We won a Gold and a Bronze award at the recent Mob-Ex Awards 2020! It’s an honour to be within the league of other strong contenders from the South Asian, Southeast Asian, and ANZ regions and have our work recognised as one of the most creative and strategic mobile marketing campaigns.

Take a look at our award-winning and shortlisted campaigns:

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ookyo x Dan Khoo PUBG campaign

Awarded Gold for Best Use of KOL

Digital telco ookyo was keen on building its brand presence among the millennial market. Leveraging on the insight that eSports was becoming a popular activity among this audience, we collaborated with renowned YouTuber Dan Khoo and other gaming influencers – Faiz Dickie, Adam “SparTanker” Faiz, Talitha Tan, and Ernest Ng – to create an entertaining real-life PUBG video.

See The Case Study

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Nutox Wheel of Radiance CNY campaign

Awarded Bronze for Best Use of Mobile – Beauty
Shortlisted for Best User Experience

To help Nutox connect with its audience and stay relevant during the festive period, we launched a dedicated microsite where users could create personalised ang pows and share them with their loved ones. To increase interaction, we also created the ‘Wheel of Radiance’ game, where users could spin the digitised wheel for a chance at winning Nutox prizes.

Spin The Wheel

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LANEIGE Cica Hunt: A WebAR campaign

Shortlisted for Best Use of Interactive Media / AR & VR
Shortlisted for Most Innovative Use of Mobile Technology

To help LANEIGE bring awareness to its Cica Sleeping Mask, we conceptualised a fun, innovative campaign which centred on educating consumers on the unique ‘Cica’ ingredient. We personified ‘Cica’ as the main character in a location-enabled web-based AR game.

Find Out More

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Gery: #ConfirmedSatisfied content strategy

Shortlisted for Best Social Media Strategy

As Gery Malaysia was looking to raise its brand awareness among Malaysians, we conceptualised “#ConfirmedSatisfied” – a social media strategy where we animated Gery’s Cheese Crackers and Chocolatos snacks into cute characters to increase the brand’s relatability. These characters were featured in quirky situations and viral social media trends paired with witty Malaysian slangs which resonated well with its audience.

Visit Gery’s Facebook

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thumb_paseo_singapore_kingdom_digital News
Dec 01

Tissue brand PASEO SG picks Kingdom Digital for digital duties

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Asia Pulp & Paper (APP) has appointed Malaysia-based Kingdom Digital to manage digital duties for its tissue brand PASEO Singapore. The appointment follows a virtual pitch in March, in light of the COVID-19 pandemic and will run for six months. The appointment commenced in October and the agency will be responsible for social media management, including content planning and development, community management, as well as influencer campaign executions for PASEO Singapore.

Work for the brand has already rolled out, with both parties working to promote the launch of PASEO’s first-of-its-kind colouring facial tissue box – PASEO Kids Facial Box. Through the PASEO Kids Facial Box, the company hopes to bring the imagination of both kids and adults to life via the art of colouring. This is also a continued effort from the APP Group to spread awareness on the importance of wildlife protection and conservation.

The product comes in two designs. The first concept features pictures of endangered animals from Indonesia’s rich biodiversity, while the second concept features playful dolphins, which has become synonymous to the brand as a result of its popular dolphin-print toilet tissue range.

Kingdom Digital featured the various ways the facial box fits into the everyday life of Singaporean families through relevant content on PASEO’s Facebook and Instagram channels.

To boost visibility, Kingdom Digital also tied up with popular mummy influencers Clara Chan and Vanny Tang to raise awareness for the product and drive participation for the PASEO’s Kids Facial Box colouring contest, in collaboration with Crayola Singapore. To participate, consumers can purchase the tissue box, colour it and submit a photo of the finished product with a creative caption in the comments section of PASEO’s Facebook contest post. The contest ends on 31 December this year.

Christina Lye, country head for APP commercial, Singapore, said besides demonstrating a good understanding of the dynamic digital media scene, Kingdom Digital’s strategic recommendation and creative pitch for PASEO was also distinctive. “Through this partnership with Kingdom Digital, we look forward to increasing PASEO’s engagement with our consumers,” Lye added.

Meanwhile, Kingdom Digital’s CEO Ryan Ong said: “Backed by our refined digital expertise and highly-experienced team, we look forward to helping PASEO strengthen top-of-mind awareness and establish its position as the preferred premium quality tissue brand among consumers.”

The agency broke into Singapore last year – marking its first foray into the international market. Kingdom Digital has since bolstered the Singaporean team with a senior content strategist along with a digital account manager, who will be working closely with the local clients.