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Darlie SG60 Limited Edition

Overview

Campaign Name:

Darlie SG60 Limited Edition Toothpaste KOL Campaign

Duration:

16 May 2025 – 9 August 2025

Objective:

To spark national buzz and urgency to purchase the limited edition SG60 toothpaste and collectible tumbler ahead of National Day

Our Approach

Insight

Consumers engage more with when content feels entertaining, relatable, and culturally relevant; not promotional.

Strategy

Turn a daily essential (toothpaste) into a collector’s item using scarcity, FOMO, and a creator-led “hunt.”

What We Did...

Tier: Nano & Micro (5K–30K followers)

Criteria: High engagement, storytelling ability, Singapore-based

Approach: Focus on authentic, unboxing, on-ground discovery content to simulate virality

The Viral Effect

🔥 1 Creator Went Viral

  • Achieved 10.4K shares and 400K views on a single post
  • Triggered massive FOMO and comments about product availability

 

📦 Stock Sellout

  • Offline and online channels (FairPrice, Darlie Shopee) saw sell-outs within 7 days of campaign
  • Stock that typically lasts a month was cleared within 1 week resulting to multiple restock.

 

💬 Consumer Reactions

  • Hundreds of DMs received on both brand and creator accounts
  • Positive community interaction and brand relatability

 

This campaign successfully repositioned content from informational to entertaining; increasing engagement and social amplification.

Media