The Brief
Summerie, a homegrown Malaysian haircare brand stocked in Watsons and Guardian, wanted two things from one campaign: drive traffic to a Guardian‑exclusive promo code (a direct, retail‑linked sales push) and build broader engagement through a giveaway. The challenge was doing both at once, without one diluting the other.
The Approach
SushiVid combined the two angles in a single push. Influencers promoted the Guardian‑exclusive promo code alongside a RM100 Beauty Box giveaway, giving audiences two distinct reasons to engage — a concrete discount for ready buyers, and an aspirational prize for everyone else. The promo code drove measurable, retail‑specific action; the giveaway widened participation well beyond just the ready‑to‑purchase.
The Execution
By carrying both mechanics together, each creator's content worked for two audiences at once: shoppers who wanted the deal and entrants who wanted the prize. Tying the code specifically to Guardian also gave the campaign a clear, trackable destination — a defined place for the traffic to convert — rather than diffuse, hard‑to‑measure awareness. Pairing the two mechanics in one push also made the campaign efficient: a single set of content did double duty, serving ready buyers and casual entrants without needing two separate activations.
The Results
The combined promo‑code‑and‑giveaway campaign reached 116,000 people and generated 27,804 views, pairing direct retail traffic with broader engagement in a single, efficient push.
The Takeaway
One campaign can serve two goals if the mechanics are matched to the audiences. A retail‑exclusive promo code converts the ready buyers; a giveaway keeps everyone else engaged. The lesson: layer a direct‑response incentive with a low‑barrier participation hook, and a single push can drive both sales and reach.