The Brief
For Raya, Gene Martino needed to build demand for its ready‑to‑wear “Sedondon” line — matching‑family festive outfits — ahead of the peak festive shopping season. Sedondon (coordinated family dressing) is a beloved Raya tradition in Malaysia, so the opportunity was as emotional as it was commercial: to sell not just clothes, but the picture of a family celebrating Raya together, matched head to toe.
The Approach
SushiVid worked with 20 influencers to showcase the Sedondon line, leaning into exactly the family and togetherness imagery that matching‑outfit Raya wear is built around. Rather than model the clothes in isolation, creators showed them the way people actually buy and wear Sedondon — as a family, coordinated, ready for the open house — making the aspiration tangible and personal.
The Execution
Each influencer presented the range through the lens of their own family and festive moment, so the outfits sold a feeling — belonging, celebration, looking put‑together as a family — not just a product. Timed ahead of the festive shopping window, the content met audiences exactly as they were planning their own Raya looks.
The Results
The campaign reached 1.8 million people and generated 103,000 views, giving the Sedondon line a wide, well‑timed introduction just as festive shopping demand was building.
The Takeaway
For occasion wear, sell the moment, not the material. Sedondon is about family togetherness at Raya, so showing the outfits on real families, ahead of the shopping rush, turned a clothing line into an aspiration people wanted to be part of. The lesson: when a product is tied to a tradition, lead with the feeling the tradition carries — the sale follows the sentiment.