The Brief
Binti's Beauty entered the market with a genuinely simple idea: standardised, no‑fuss cosmetics pricing. No tiers, no confusing ranges, no hidden add‑ons — just RM9.90 for a set of eyeshadow and RM13.90 for a lipstick, across three product sets in five variations each, all at one flat, affordable price. But being brand new came with a real disadvantage: barely any shelf space, just a small corner in pharmacies. The campaign had to launch three products at once, communicate that affordable‑and‑simple value, and drive real purchase — all for a brand most people had never seen.
The Approach
The strategy paired broad awareness with a hard purchase incentive. SushiVid engaged 100 influencers to introduce the three new products and spread the word about a brand that was easy to love once you knew it existed — affordable, straightforward, and made to be tried. Alongside the launch, a “Spend and Win” contest offering AirAsia BIG Points gave followers a tangible reason to actually buy, not just admire the range. Volume mattered here: a new brand with a tiny retail footprint needed enough voices to feel present and worth seeking out.
The Execution
Each creator introduced the new products and pointed followers toward the Spend‑and‑Win mechanic, turning awareness into a reason to visit that small pharmacy corner and purchase. The 100‑strong roster built the sense of ubiquity a newcomer lacks, while the contest converted curiosity about an affordable range into trackable spend.
The Results
The launch reached 1.6 million people and generated 46,668 views across the three‑product rollout and contest — a wide, purchase‑oriented introduction that gave a brand‑new, low‑shelf‑presence brand a real foothold in the market.
The Takeaway
For a new brand with little shelf space, awareness alone isn't enough — you have to give people a reason to go looking for you. Binti's paired a genuinely simple value proposition (flat, affordable pricing) with a purchase incentive (Spend and Win) and enough creator volume to feel everywhere, turning a small pharmacy corner into a destination. The lesson: when you can't win on shelf space, win on clarity, incentive and presence.