Designing the Campaign

We worked closely with both brands, to design limited-edition enamel pins that centred around Etude House's core brand DNA, which are Etude's Beauty House; Etude's brand slogan - Life is Sweet; the most-loved Etude's Better Lipstalk Lipstick; and a 100k pin to commemorate.

The quirkiness doesn’t stop there. The pins were distributed through vending machines in their stores. Customers who made purchases were given a chance to try their luck at the machines to get them.

The Story Behind the Social Marketing Campaign

Jow Tin Yen, Marketing Manager of Etude House Malaysia shared: "We are highly encouraged by the growth of our fans in Malaysia and is very encouraged by how our fans have received us here in Malaysia in the past 2 years. We have been fortunate to develop an engaged fan base that loves our fun positive content on our platform and continue to support both offline in our retail stores and online via e-commerce partners such as Lazada, Shopee and Hermo. Our collaboration with Lebihlah., is part of our continued efforts to remain anchored locally to our customers here in Malaysia, and to develop partnerships that speak to who we are as a brand, fun, creative and quirky."

Indeed, growth in followers rarely guarantees growth in actual sales. Which is why for ETUDE House, we are more focused on growing our customer base ensuring that we see the number of followers grow as a correlation of its customer base instead of the other way around.

This is why we invest our efforts in communicating with customers and not simply to grow followers. As Etude's customer base grows, more of them are opting to stay in touch through social media and we use social media as a platform to educate and to connect, as well as using its tools to grow sales both offline in our boutiques as well as online through our eCommerce.

The pins were well received by the customer base and were sold out instantly.