Transitioning to a digital-first Raya campaign

With nearly 70 stores in Malaysia, Gene Martino is a household name among Malaysian families looking for well designed and well tailored modest wear. The brand is made popular by its sedondon outfits, matching baju kurung and baju melayu for all in the family.
This Raya, Gene Martino wanted a brand message that emphasised its appreciation for family togetherness and happiness.


Despite its numerous retail stores, Gene Martino did not own much of the digital conversation, compared to better known brands that had more engaging digital presence.
Previously rooted in traditional marketing techniques, Brand360 supported the brand’s transition to digitally-focused initiatives.


We developed a digital campaign to drive leads and generate online conversations and conversions for the brand. We developed brand materials such as creative design and a themed video to create meaningful conversations.
We developed a story and messaging framework for the campaign, and utilised different channels to drive conversations, such as social media, online influencers, video engagement and digital ads.


With a thematic campaign and supporting marketing elements, we helped Gene Martino increase its online sales twofold. This was achieved with great teamwork and support from Gene Martino's e-commerce and marketing teams.
The Raya campaign was activated before the government issued Movement Control Orders (MCO) to close retail stores and limit business activities. No matter how detailed our plan, we had to be ready to adjust to accommodate unseen circumstances.
There were many pivots due to sudden announcements on working hours and store closures, but together, we managed to adjust campaign mechanics, divert traffic to online stores and recover sales, in time for families to celebrate a very different Raya together.

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