The Brief
Watsons' “Jauh Di Mata, Tetap Beraya” campaign ran during MCO — a Raya unlike any other, when movement restrictions kept many Malaysians from their usual balik kampung journey home. The theme (“far from sight, still celebrating”) leaned into that reality: you can still mark Raya, even apart. But the brief was demanding in a second way — it wasn't an awareness play. Watsons wanted two concrete, hard‑to‑move outcomes from influencer content: member sign‑ups and app installs. Driving action, not just attention, is a far taller order for social content.
The Approach
The strategy paired an emotional festive hook with a clear commercial ask. SushiVid activated 18 micro and macro influencers, blending the tiers deliberately: macro creators for the reach to carry the message, and micro creators for the trust and relatability that actually convert an audience into members and app users. Rather than open‑ended brand storytelling, every creator carried explicit calls‑to‑action around membership and the Watsons app.
The Execution
Content tied the “celebrate Raya even when apart” sentiment to a practical next step — join the membership, install the app, shop your Raya essentials from home during MCO. The dual‑tier roster meant the message travelled widely while the conversion asks landed credibly, and the timing — a locked‑down festive season — made an app‑and‑membership push especially relevant, since online was where Raya shopping had to happen.
The Results
The campaign reached 422,000 people and generated 470,000 views, while driving measurable member sign‑ups and app installs tied to the Raya push — turning festive sentiment into the concrete, trackable actions the brief was built around.
The Takeaway
Emotion opens the door; a clear call‑to‑action walks people through it. The lesson from Watsons was that a conversion goal — installs, sign‑ups — doesn't mean abandoning storytelling; it means anchoring an emotional, occasion‑led hook to an unambiguous action, and choosing a creator mix (macro for reach, micro for trust) that can deliver both. When the moment is right, even hard outcomes like app installs can ride a festive story.