The Brief
Awareness only matters if there's a clear next step. For the launch of its Maxi range, SOFY wanted influencer content that connected directly to purchase — a straight line from “I've heard of this” to “it's in my cart” on Lazada — rather than awareness that leaves interested followers with nowhere to go.
The Approach
SushiVid worked with 25 influencers over a two‑month campaign, each linking directly to SOFY Maxi's Lazada listing. Every piece of awareness content came with an obvious, frictionless path to buy, so curiosity generated in the feed could convert on the spot rather than dissipate.
The Execution
The two‑month runway gave the launch room to build familiarity, while the direct Lazada links kept the funnel short throughout. Twenty‑five creators introducing the range and pointing straight to the product page meant the campaign worked as both introduction and storefront — awareness with a checkout attached. Running over two months rather than a single burst also gave the launch time to build familiarity, so that by the time a follower was ready to buy, SOFY Maxi already felt known rather than new.
The Results
The campaign reached 421,000 people and generated 83,956 views, exceeding the brand's expectations for the launch window.
The Takeaway
Connect the content to the cart. A product launch performs best when every awareness post carries a clear, direct route to purchase — here, a straight link to the Lazada listing. The lesson: never let interest go homeless; give it somewhere to convert the moment it's sparked.