Case studies
Automotive
Following Malaysia's EV tax incentive changes, YIJIEN led ZEEKR's nationwide creator campaign to strengthen premium positioning for the ZEEKR 009. Rather than pure celebrity reach, creators were chosen for lifestyle fit — entrepreneurs, family creators, premium lifestyle influencers and public figures — to tell authentic ownership stories.
Automotive · 2026
An exclusive owner experience at Sepang International Circuit, bringing together car owners, automotive creators, racing professionals, lifestyle influencers and media to capture authentic driving experiences and real owner interactions.
Automotive · 2026
Creator strategy for ZEEKR's presence at Malaysia's largest automotive exhibition, highlighting premium ownership experience and technology through real owners, automotive creators, lifestyle influencers and automotive media.
Authentic ownership stories.
Expert credibility.
New audience reach.
Brand authority.
Kidult · Retail Launch
Launched TOP TOY's Berjaya Times Square flagship store through a creator-led campaign across TikTok and Instagram, working with 7 lifestyle creators to showcase NAMMI — one of TOP TOY's signature designer toy collections — through authentic shopping experiences and first impressions.
Sparkling Rice Wine
A three-phase creator campaign for BSM Malaysia positioning Simsool as part of everyday lifestyle moments. Each creator shared three unique content pieces across different occasions — dining, home gatherings, outdoor leisure and social celebrations — across Instagram and RedNote.
Soju · Soft Launch
Creator-led soft launch introducing one of Malaysia's widest selections of Korean soju, with 12+ flavours. Hosted at The Eternal 茶茶酒酒, the campaign brought together 10 lifestyle creators for product tastings and social gatherings across TikTok and Instagram.
Soju · Retail Activation
Following the soft launch, a multi-platform creator campaign expanded Chateul Soorok's presence through Jaya Grocer, Brew House, Uncle Don's and other retail and dining partners — connecting online storytelling with the Buy 5 Free 1 in-store promotion across Instagram, RedNote and advertorial media.
Consumer Electronics · Product Launch
A creator-led launch for the OnePlus 11 5G, combining lifestyle storytelling, product demonstrations and authentic first impressions across Instagram. Six carefully selected creators showcased the flagship's performance, camera capabilities and premium design through everyday scenarios rather than traditional advertising, driving strong awareness and engagement during the launch window.
FMCG · Chinese New Year Campaign
A creator-led Chinese New Year campaign for Kewpie Singapore, inspiring festive cooking and home gatherings. A mix of food, family and lifestyle creators demonstrated reunion hotpot ideas, healthy meal inspirations and festive recipes using Kewpie Roasted Sesame Dressing — naturally integrating the product into authentic CNY moments and encouraging consumers to recreate the recipes at home.
Automotive · Owner Appreciation
Marking the first anniversary of Zeekr Space Sunway City, Malaysia's first Zeekr dealership, YIJIEN partnered with lifestyle creators to capture the live event experience, showcase the premium ownership journey, and highlight the grand prize draw. The campaign generated authentic social content that strengthened engagement within the Zeekr community, culminating in the giveaway of a Zeekr X Premium worth RM155,800 alongside luxury staycation packages and exclusive service rewards.
Luxury Fragrance · Sa Sa Malaysia
Supporting Sa Sa Malaysia's launch of the Mercedes-Benz Land · Sea · Air fragrance collection, we brought together lifestyle, beauty and fashion creators to introduce the three signature fragrances through premium, visually driven content. Creators showcased the collection's distinctive personalities and refined packaging, blending authentic storytelling with aspirational visuals to connect Mercedes-Benz Parfums with a younger, style-conscious audience while maintaining the brand's luxury positioning.
Skincare · KOC Seeding
A KOC seeding campaign for the launch of HDUO's HydraPure Cleansing Foam, built to generate genuine product discovery through relatable skincare creators. 20 carefully selected KOC creators across lifestyle, beauty and skincare niches produced first-impression videos, unboxing content, skincare routines and product review videos — building consumer trust and organic conversation rather than traditional advertising.
Creator Commerce · Beauty Devices
A large-scale Creator Commerce ecosystem connecting JMOON Beauty with livestream hosts and affiliate creators across multiple social commerce platforms. 105 creator affiliates, from livestream hosts to beauty content creators, promoted JMOON's beauty devices through live selling, product demonstrations, skincare education and authentic reviews — combining engaging content with performance-driven commerce to convert audience trust into measurable sales.
Creator Commerce · Premium Appliances
A creator commerce ecosystem for Daily Neaty, a premium smart laundry appliance brand, focused on high-value conversions for products priced above RM2,000. 20+ lifestyle, home, parenting and beauty creators demonstrated smart features, premium design and everyday convenience through authentic home experiences, product reviews and livestream selling — turning product awareness into measurable sales.
Skincare · Sunscreen Launch
In 2025, YIJIEN led the integrated launch campaign for the SKINTIFIC Sunscreen Series in Malaysia, combining a premium KOL launch event with a nationwide roadshow to maximise brand awareness and accelerate product adoption. The campaign featured an 80-creator launch event at Bamboo Hills, followed by a two-week roadshow across universities and lifestyle destinations. Through immersive product experiences and creator-led storytelling, the campaign strengthened SKINTIFIC's market presence and contributed to the brand becoming the No.3 sunscreen brand in Malaysia.
Our Role
Skincare · Watsons Malaysia
YIJIEN Marketing partnered with SKINTIFIC Malaysia and Watsons Malaysia to deliver the launch campaign for the SKINTIFIC 10% Pure Vitamin C Brightening Serum. The campaign featured an exclusive 80+ KOL launch event combining product education, hands-on testing, interactive workshops and immersive brand experiences to generate authentic social buzz. Beyond the launch event, we designed and executed the complete consumer journey within the mall — interactive experience zones, gamification, GWP strategy, product trial touchpoints and engagement mechanics — introducing the new serum to the Malaysian market while strengthening SKINTIFIC's premium retail presence.
Our Scope
Brand Transformation · Vape
YIJIEN Marketing partnered with RELX Malaysia to lead the brand's rebranding and long-term market positioning strategy, transforming RELX from a traditional vape brand into a modern lifestyle brand centred on optimism, community and premium design. We developed a new visual identity built around the signature orange gradient and "Bringing the Sun to You" direction, then planned and executed an integrated marketing ecosystem — social content, creative production, community activation, launch events, KOL & KOC collaborations, and the RELX Café community concept. The campaign later expanded through a collaboration with Malaysian streetwear brand TNTCO, elevating RELX's cultural relevance among young consumers. The brand grew alongside the Malaysian market, achieving multi-million-ringgit sales before the e-cigarette ban.
Our Scope
