Sa Sa taps Ah Jeng as one-day store manager to reach Gen Z audience

In celebration of its 46th anniversary, Sa Sa International has tapped Hong Kong DJ artist Bonnie Wong, also known as "Ah Jeng", as its one-day store manager to promote the brand's products under the current mega sale. 

Available from 26 April until 19 May 2024, the initiative is part of the "Infinite beauty" campaign, empowering Hongkongers to be their true selves. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Sa Sa said Ah Jeng was chosen as she has a great audience reach and reputation. "We couldn’t have a better ambassador to match with our authentic products with 30-day purchase guarantee offered to customers."

Targeting female, beauty conscious customers aged between 20 and 38, the campaign aims to rejuvenate Sa Sa's brand image and promote the Sa Sa brand with the "No fake and authentic guarantee" (正貨正品保證) and 30-day purchase guarantee (三十天購物保證).

In terms of marketing strategies, the campaign has leveraged event marketing such as appointing Ah Jeng as its one-day store manager, "Colour Your Life" workshop and out-of-home event “Beautiful Life Express.

Done in collaboration with Best Crew PR, the initiative is promoted via multiple channels including social media such as Facebook and Instagram, earned media such as ViuTV and HOY TV, beauty social media platforms such as Girlstyle, More, She.com, Luxe Style, Beauty Digest, Cosmo, amongst others.

Danny Ho, executive director and CFO, Sa Sa International, said: "At Sa Sa, we are all about making life beautiful. This year's theme 'Infinite beauty. Be your true self' aims to convey that the standard of 'beauty' knows no boundaries or limits."

"Having Ah Jeng as one-day store manager can attract more local GenZ as well as young customers wherever they come, and effectively promote our assured authentic products and service quality with 30-day purchase guarantee to both online and offline customers," he added.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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