Target Market: Malaysia
Duration: 4th Year Active (Since Jan 2023)
Key Result: 805x Growth in Monthly Instagram Reach & 13.7k+ TikTok Followers
The Takeaway: By balancing premium corporate visual standards with highly authentic, creator-led UGC, we maximized a lean media budget to drive over 12.5 million total cross-platform impressions.
The Objective
As a premium haircare brand under the global Amorepacific portfolio, RYO required a highly mature digital partner to overhaul and elevate its localized social media presence. Prior to our takeover in 2023, the brand’s Instagram account suffered from severe algorithmic stagnation, capturing minimal monthly visibility. The core objective of this ongoing 4-year retainer was to rapidly scale brand awareness across Facebook and Instagram, while eventually spearheading a completely fresh market entry onto TikTok to capture an active, younger demographic.
Our Strategy
We executed a highly disciplined, hybrid content architecture tailored for multi-platform dominance. To maintain strict global visual equity, we produced a reliable baseline of premium, agency-developed assets each month. We strategically paired this with a highly curated pipeline of localized User-Generated Content (UGC) to provide necessary social proof. When the client entrusted us to launch their TikTok channel, we pivoted the TikTok feed entirely to this authentic, creator-led UGC model. Supported by a highly efficient, targeted monthly boosting budget, this dual-angle approach allowed the brand to dominate both premium aesthetics and viral relatability.
Key Campaign Highlights
- Algorithm-Breaking Reach: Completely revitalized the brand’s core community, skyrocketing the average monthly Instagram organic reach by an incredible 805x multiplier compared to the previous historical baseline.
- Flawless TikTok Market Entry: Successfully built the brand’s TikTok presence from absolute zero to over 13,700 active followers, capturing 6.48 million views exclusively through high-converting UGC.
- Unmatched Media Efficiency: By optimizing the hybrid premium-to-UGC content ratio, we successfully generated over 12.5 million cross-platform impressions while maintaining a strictly lean, highly targeted monthly ad budget.
- Long-Term Enterprise Trust: Retained continuous agency stewardship for four consecutive years, consistently operating as strict brand guardians for the global Amorepacific portfolio in the Malaysian market.