Case Study · Brand Transformation · Vape
RELX Malaysia Rebranding Campaign
RELX Malaysia Rebranding Campaign was a brand campaigns campaign for RELX in Malaysia. YIJIEN coordinated the strategy and execution across Social, KOL/KOC, retail and brand experience. The published results include 1 Brand Repositioning; 360° Integrated Campaign; RM10M+ Sales Before Ban. This page documents the campaign context, approach, deliverables and outcome signals available in YIJIEN’s original case-study record.
- Brand
- RELX
- Industry
- Brand Transformation · Vape
- Location
- Malaysia
- Campaign type
- Brand Campaigns
- Platforms
- Social, KOL/KOC, retail and brand experience
Background
Campaign background
RELX Malaysia Rebranding Campaign was a Brand Transformation · Vape campaign for RELX in Malaysia. The documented campaign used brand campaigns across Social, KOL/KOC, retail and brand experience. YIJIEN led RELX Malaysia's full rebrand, shifting the brand from traditional vape to a modern lifestyle identity built around optimism and community. Scope spanned social, creative production, the RELX Café concept, KOL/KOC campaigns and a streetwear collaboration with TNTCO, driving multi-million-ringgit sales before the market ban.
This dedicated page expands the structured facts already published in YIJIEN’s case-study collection. It separates the campaign context, challenge, approach, delivery and results so brand teams can evaluate work relevant to Brand Transformation · Vape and Brand Campaigns.
Challenge
What the campaign needed to address
YIJIEN led RELX Malaysia's full rebrand, shifting the brand from traditional vape to a modern lifestyle identity built around optimism and community.
The practical requirement was to translate that context into a coordinated brand campaigns programme for Malaysia, while keeping the work suitable for Social, KOL/KOC, retail and brand experience and measurable through the available campaign indicators.
Strategy
The strategic approach
Scope spanned social, creative production, the RELX Café concept, KOL/KOC campaigns and a streetwear collaboration with TNTCO, driving multi-million-ringgit sales before the market ban.
YIJIEN connected the brand, audience, channel roles and delivery requirements under a brand campaigns approach. The strategy used the documented campaign context and ensured each execution element contributed to the same market-facing objective.
Execution
How the campaign was delivered
YIJIEN coordinated delivery across Social, KOL/KOC, retail and brand experience, including campaign management, content and reporting.
Execution was coordinated across Social, KOL/KOC, retail and brand experience. YIJIEN managed the relevant campaign workflow, delivery dependencies and results reporting reflected in the original published record.
Deliverables
Campaign scope and deliverables
- Brand Campaigns strategy and campaign planning
- Social, KOL/KOC, retail and brand experience coordination
- Experience, event or retail activation execution
- Campaign management and delivery
- Measurement and results reporting
Results
Documented campaign results
Results are reproduced from the existing YIJIEN case-study record and are not presented as guarantees for future campaigns.
Brand Repositioning
Integrated Campaign
Sales Before Ban
Industry and market
Where this work fits
Brand
RELX
Industry
Brand Transformation · Vape
Location
Malaysia
Platforms
Social, KOL/KOC, retail and brand experience
Related services
Explore the campaign capabilities
FAQ
Questions about this case study
What was the background to the RELX Malaysia Rebranding Campaign?
RELX Malaysia Rebranding Campaign was a Brand Transformation · Vape campaign for RELX in Malaysia. The documented campaign used brand campaigns across Social, KOL/KOC, retail and brand experience. YIJIEN led RELX Malaysia's full rebrand, shifting the brand from traditional vape to a modern lifestyle identity built around optimism and community. Scope spanned social, creative production, the RELX Café concept, KOL/KOC campaigns and a streetwear collaboration with TNTCO, driving multi-million-ringgit sales before the market ban.
What challenge did the RELX campaign address?
YIJIEN led RELX Malaysia's full rebrand, shifting the brand from traditional vape to a modern lifestyle identity built around optimism and community.
What strategy did YIJIEN use?
Scope spanned social, creative production, the RELX Café concept, KOL/KOC campaigns and a streetwear collaboration with TNTCO, driving multi-million-ringgit sales before the market ban. The campaign was structured as brand campaigns for the documented audience and market context.
What did YIJIEN deliver?
Brand Campaigns strategy and campaign planning, Social, KOL/KOC, retail and brand experience coordination, Experience, event or retail activation execution, Campaign management and delivery, Measurement and results reporting.
What results were documented?
1 Brand Repositioning; 360° Integrated Campaign; RM10M+ Sales Before Ban.
Related work
More relevant case studies
References
Source references
- YIJIEN Marketing case-study collection: RELX Malaysia Rebranding Campaign — original campaign summary, facts, platforms and KPIs.
- YIJIEN Brand Campaigns service — related service scope and delivery framework.
- YIJIEN Strategy Team profile — authorship and review methodology.
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