THE CHALLENGE66% of Malaysian households are families with children, ranging from infants to teenagers. Giant was under trading within this segment, not being viewed as modern and active compared to competitor retailers. With the back-to-school season touted the 3rd largest shopping occasion, Giant saw an opportunity to establish itself as the go-to shopping destination for all Malaysian families' back-to-school needs.
We got families excited about Giant's partnership with Star Wars through a #GoRogue media event that was hosted by Amy Mastura, a popular TV & online personality. We went big with a Giant Star Wars online video, which featured Heroes-in-Training (back to school kids) on a quest.
On top of that, we were the first in Malaysia to use Facebook Linked Canvas ads to showcase Giant’s merchandise for our different Heroes-in-Training.
Total engagements on Facebook
Sales during the week-long campaign
We were able to reach over 7.7 million people with almost 2.5m total engagements on Facebook alone. Influencer content garnered an earned media value 28x the initial investment for KOLs, and all this was reflected in the sales, with the brand closing RM89 million during the 1 week campaign – its best week in over 5 months.