The Brief
Summerie and Machine are homegrown Malaysian haircare brands, sold on the shelves of Watsons and Guardian nationwide — the kind of everyday, accessible products that live or die on staying visible and top of mind. For Raya, the two brands wanted a joint activation that would drive real audience participation rather than passive viewing: not just a festive ad, but something people actually joined in with.
The Approach
SushiVid paired 8 macro influencers with a giveaway mechanic built around a Raya selfie contest. The contest gave audiences a direct, festive reason to take part — snap a Raya selfie, enter to win — while the macro roster supplied the reach to get enough people involved. Combining two brands in one activation also let them share reach and pool their audiences behind a single, participation‑led idea.
The Execution
Each influencer promoted the selfie contest and the giveaway, turning followers from viewers into entrants. A selfie mechanic is a natural fit for both haircare and Raya — people are already dressing up and taking photos over the festive period — so the campaign rode a behaviour audiences were doing anyway, giving them a reason to tag the brands while they did it.
The Results
The contest format drove 233,000 in reach and 261,000 views, with engagement standing out well above typical passive‑content benchmarks — proof that a simple, well‑timed participation mechanic lifts a festive campaign above a straightforward promotion.
The Takeaway
The easiest participation to win is the kind people are already doing. A Raya selfie contest tapped a festive habit and gave two shelf‑based haircare brands a reason to be part of it, converting passive reach into active entries. The lesson: build the mechanic around an existing behaviour, add an incentive, and let a joint effort pool the audience.