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When it comes to effective marketing campaigns, knowing your local consumer insights is key. Understanding your audience allows you to offer solutions that cater directly to their needs and preferences.
In Malaysia, both big and small brands have successfully utilized content localization to tailor their digital marketing strategies.
These four brands provide great examples of how to nail localized marketing campaigns, enhancing their positions in the market.
Sephora: Embracing Local Festivities
The Strategy:
Sephora, the French luxury beauty retailer, knows how to accommodate its various markets worldwide, including Malaysia.
In a 2023 Raya campaign, Sephora encouraged its Malaysian audience to “Be Kind, Be Beautiful” by showing kindness to others and themselves.
The campaign included sharing trending Raya looks and “balik kampung” skincare routines on social media, as well as offering festive-themed makeup services and masterclasses in-store.
Sephora also partnered with local fashion designer Rizman Ruzaini to create three exquisite headscarves inspired by Islamic geometry and batik patterns, which resonated deeply with Malaysian audiences.
Why It Worked:
The campaign tapped into the local festive celebration of Hari Raya and collaborated with a renowned Malaysian fashion designer. Using local models helped break from Western beauty standards, fostering relatability, inclusivity, and cultural sensitivity.
KOSÉ: Protecting Skin and the Environment
The Strategy:
Japanese cosmetics brand KOSÉ collaborated with WEBQLO for their “Protect Your Skin, Protect The Corals” Raya 2023 campaign. The focus was on educating consumers about their new Sekkisei Clear Wellness UV Marine-Friendly sunscreen. The campaign included educational social posts, a roadshow, a lucky draw contest, and an AR Game Filter on Instagram.
Why It Worked:
KOSÉ tapped into the local market’s environmental concerns, promoting a sunscreen that protects both skin and coral reefs. The blend of English and Malay languages in the campaign created a relatable and culturally resonant message.
IKEA: Cultural Integration in Penang
The Strategy:
To launch its new store in Penang, IKEA used the local Hokkien dialect in its marketing. The campaign included playful wordplay with Hokkien words that sounded similar to “IKEA.” Ads featured funny pairings, such as a chicken with a cabinet, saying “We are not Kay Kia. We are IKEA.”
Why It Worked:
By using the local language and traditions, IKEA connected with the Penang community, generating excitement for the new store. The playful wordplay and relatable phrases made IKEA feel more approachable and relevant.
ZUS Coffee: Creative Charm and Virality
The Strategy:
ZUS Coffee has become one of the most loved local brands in Malaysia, thanks to their creativity and charm. Their latest campaign “Matcha Macam” involved an unconventional advertisement featuring a cat licking a menu screen, part of a collaboration with Niko Neko Matcha, a local matcha brand.
This campaign included adorable cat-themed merchandise and unique promotional tactics.
The quirky ad gained international fame when the popular Twitter account @/nocontextcats reposted a video from Xiao Hong Shu user @/momo, captioned, “The perfect ad doesn’t exi-.” The tweet went viral overnight, garnering 6 million views.
Why It Worked:
The campaign’s success is evident from the overwhelming online reactions and increased customer engagement, both locally and internationally. ZUS Coffee capitalized on this momentum, acknowledging the viral tweet with the proud statement, “Mom, we’ve made it.”
The campaign also highlighted the artistic talent within their team, as the illustrative work on the merchandise was contributed by the Creative Director’s younger sibling, adding a personal touch to the marketing effort.
Key Takeaways from Malaysia’s Best Localized Campaigns
Sometimes the best customers are right in your own backyard!
These localized campaigns in Malaysia effectively tapped into cultural traditions, language, and festive occasions. By planning campaigns that are significantly relevant, these brands established an emotional connection with Malaysian audiences.
Evidently, going local is an effective strategy that can help brands increase engagement, raise awareness, and attract more customers.
Ready to elevate your marketing game with localized strategies? Contact AdFortless today and discover how we can help your brand resonate deeply with local audiences. Let’s work together to turn cultural insights into impactful campaigns that drive results!
