Project Roles
· Game Copywriting
CLEAR Men
· Consumer-Facing Language
CLEAR wanted to capitalise on World Cup excitement while reinforcing its freshness message and driving engagement among Malaysian football fans.
Together with Astro, we brought the Juara CLEAR game to life. We designed and built the microsite that hosted the game. The site was crafted to capture World Cup energy, drive repeat engagement, and seamlessly tie in CLEAR’s brand message.
I led the copywriting for the microsite experience, shaping how the game was introduced, how players navigated rewards, and how CLEAR’s freshness proposition was reinforced through every touchpoint. My role ensured the interface was intuitive, the language was locally relevant, and the game felt fun yet on-brand.
Outcome:
8M Malaysians reached
92,000 game sessions across 56 matches
6.6x ROI through integrated TV, digital, and social strategy
We strengthened CLEAR Men’s position as Malaysia’s #1 Men’s shampoo, and the campaign was recognised with multiple industry awards for innovation and engagement.
· Juara CLEAR (FIFA World Cup 2022) (Award-Winning Campaign)
