Launching Shopee Beauty Club — a viral campaign
Over 100 million hashtag views and member sign-ups blowing past the target KPI.
Results
Guiding insight
In beauty, people do not join a community for discounts alone. They join when it helps them discover products, learn from trusted voices and find a reason to return. The launch therefore had to make Beauty Club feel like a valuable destination, not simply a new Shopee feature.
Challenge
Launch Shopee's new beauty club and drive massive reach and membership sign-ups in a short window.
Solution
We planned the media and budget, built ideas from script to KOL selection for each promo video, and executed across Shopee, TikTok, Instagram and Facebook.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Planned media and budget for the launch
- 02Built ideas from script and cast KOLs per video
- 03Executed across Shopee, TikTok, Instagram, Facebook
The lasting idea
The campaign connected creator content with actions inside the platform. KOL content did more than build awareness; each video opened a path toward discovery, membership and shopping within Beauty Club.
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