Submitted by SushiVid

Binti's Beauty Three-Product Launch With Spend and Win Contest

Influencer Marketing

SushiVid engaged 100 influencers to launch three new Binti's Beauty products alongside a Spend and Win contest, and the agency reports the launch reached 1.6M people.

46.7KViews

Case in 60 seconds

Binti's Beauty was a new cosmetics brand with barely any shelf space, only a small corner in pharmacies, so it had to launch three products at once to shoppers who had never seen it.

SushiVid frames shelf space as the constraint, because a new brand with a small retail footprint cannot rely on being noticed in store, so shoppers needed a reason to go looking for it.

The launch paired broad creator awareness with a hard purchase incentive, so the flat RM9.90 and RM13.90 pricing reached shoppers alongside a Spend and Win contest that rewarded buying rather than admiring.

SushiVid engaged 100 influencers, each of whom introduced the three new Binti's Beauty products and pointed followers towards a Spend and Win contest offering AirAsia BIG Points to drive purchases in pharmacies.

SushiVid reports that the launch reached 1.6 million people and generated 46,668 views across the three-product rollout and contest, while the page publishes no sales, contest entry or redemption figures.

Strategy Breakdown

Followers of the 100 influencers and cosmetics shoppers who had never encountered Binti's Beauty, reached with an affordable, simply priced range sold from a small corner in pharmacies.
In pharmacy cosmetics a new entrant competes for shelf space it does not have, and Binti's Beauty held only a small corner, so the launch could not rely on in-store discovery.
The page casts Binti's Beauty as the simple, affordable option with no tiers, ranges or add-ons, so the brand's role was to make cosmetics pricing easy to understand rather than to sell a premium look.
The page holds that awareness alone does not move a new brand off the shelf, so the contest offered AirAsia BIG Points as a tangible reason to buy rather than only admire the range.

Creative & Execution System

Partners

  • SushiVid

Participation mechanic

  • Followers took part through a Spend and Win contest offering AirAsia BIG Points, which tied the chance to win to buying Binti's Beauty products rather than to watching creator content.

Results & Evidence

MetricValue
Views46.7K views
Influencers Engaged100 influencers

Why SushiVid's strategy worked

  1. 1

    A brand with little shelf space gains more from giving shoppers a reason to seek it out than from awareness alone, because a small pharmacy corner is easy to pass without one.

  2. 2

    A purchase-linked contest such as Spend and Win gives creator content a commercial job, because followers are rewarded for buying the range rather than for watching posts about it.

  3. 3

    Roster volume can stand in for retail presence, since 100 influencers introducing the same products give a newcomer the sense of ubiquity that its shelf footprint cannot.

  4. 4

    A single flat price is easier for many creators to carry than a tiered range, because a figure such as RM9.90 survives repetition across voices without needing explanation.

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