Background

With a monthly sleuth of mega sales and accompanying jingles from platforms like Shopee and Lazada, Atome found themselves competing for attention amongst Buy-Now-Pay-Later players and massive ecommerce platforms with deep pockets and diverse roster of world-renowned celebrities. The brief was to brand Atome Week as Atome’s ownable and highly-anticipated annual shopping event across Singapore, Hong Kong, Malaysia and Indonesia. As a new entrant in the ecommerce space, we need to leverage Atome Week as the key occasion to make Atome famous. How can we combat influencer fatigue and deliver an Atome Week experience that would impress the Millennials and Gen Z audience who have seen it all? Key Objectives: Increase Gen Y & Gen Z brand awareness of Atome to 40% Gain 15K organic interactions on Atome’s social channels Drive over 100,000 app installs on Atome App

Describe the creative idea

See, everyone’s getting tired of influencers. Competitors are shuffling through a very expensive roster of celebrities, diminishing their brand identities. We needed to do something different. We needed to fashion our own breed of influencers - the Atome Kittens (a nod to 90s British pop trio Atomic Kitten). We turned ecommerce’s standard influencer marketing formula on its head, with real kittens, a music video, and a sale week with combined shopping and entertainment. To make sure that we are addressing a spectrum of audience with different lifestyle behaviours, we crafted the kittens’ personas with different personality traits that personify the brand values of Atome: Aspirations, Access, Advice. For example, Zesty is the passionate self-improver (Aspirations), while Savvy loves to share hacks and tips on smart shopping (Advice). As for Sassy, she’s the trendsetter with access to the latest and greatest in fashion, beauty and lifestyle (Access).

Describe the strategy

Shoppers have come to expect the usual campaign elements: a famous celebrity, a standard jingle and dance, all towards promoting sales on a single day almost every month. Majority of influencer campaigns are merely glorified product placements and influencer fatigue has set in. Based on a survey by Collective Bias, only 3% of consumers are found to be influenced by celebrity endorsements in their product purchase decisions. Our target audience are Millennials & Gen Zs, consumers with limited monthly disposable income, but unlimited interests, hobbies, passions and aspirations. Atome allows them to embrace the go-getter “Get It” spirit and achieve their desired lifestyle, uninhibited by financial limitations. To turn tired heads and to surprise the already-surprised, we aimed to be a disruptive head-turner generating virality, talkability and brand love. Apart from the obvious call to shop, we also want to resonate and speak the language of Millennials & Gen Zs.

Describe the execution

“Atome Get It Week '' primarily ran as a mobile-first campaign, with communications going out via the channels of Tiktok, Instagram and the Atome app. We let the cats out of the bag literally - with the Atome Kittens Music Video and soundtrack on Instagram, YouTube, Spotify, TikTok, advertorials and radio spots. A series of digital activations soon followed. TikTok The #AtomeKittens challenge. We challenged consumers to dance along to the soundtrack, and encouraged every kitten in the region to be our influencer. We also had the Atome Kittens hosting their own live talk show with daily deals. Titled "The Not So Late Night Show with Atome Kittens", the live talk show featured Sassy and TikTokers in each market, making banter, demonstrating makeup tutorials and revealing fashion hauls. Instagram On Instagram, we created a filter game where they played as Zesty Kitty collecting prizes that dropped from the sky.

List the results

Exceeded goal and hit 46% in brand awareness for Singapore, met expectations and achieved 5% for Indonesia. Exceeded goal by increasing Atome’s organic interactions to 30,090 (200.6% increase) Exceeded goal and 138,581 app installs (124.43% increase) ​​The TikTok Hashtag challenge (ID, MY and SG) and IG Dance challenge filter (HK only) were viral hits: 4.2 billion views (target: 10 million) and 612.6K user generated content (target: 8K) in Indonesia 4.3 million views (target: 1 million) and 8.2K user generated content (target: 7K) in Singapore Apart from the many UGCs garnered through #AtomeKittens, our one-of-a-kind campaign also gained attention within the advertising landscape, with earned media on trade publications like Marketing Interactive and Campaign Asia.