Kuala Lumpur, Malaysia – Home and fabric fragrance brand Scentify to launch a Chinese New Year (CNY) campaign, done alongside Ogilvy Malaysia, designed for Chinese-speaking audiences on Xiaohongshu.
Titled Fabric Scented, Fortune Granted, the campaign takes the form of an episodic social drama that combines cultural storytelling with AI-assisted production. It aims to position Scentify’s new Golden Breeze variant as the “lucky scent of the year.”
The series premiered on Xiaohongshu, where short-form serialised drama content has gained traction among Chinese-speaking audiences in Malaysia. Episodes were later rolled out on Scentify’s Instagram account to expand reach to a broader audience.
The storyline follows Master Wang, a “Scent Feng Shui” master portrayed by personality Elaine Wong. In the series, the character demonstrates how a spritz of Golden Breeze can bring prosperity and positive energy into the home. New episodes were released weekly in the lead-up to Chinese New Year, aligning with the build-up to the festive celebration.
Launched a month before CNY, the campaign incorporates cultural symbolism associated with mandarin notes featured in Golden Breeze, which are traditionally linked to prosperity and renewal. The concept was developed collaboratively by Scentify and Ogilvy and includes social content, key opinion leader (KOL) partnerships, and retail activations.
“We wanted a campaign that went beyond product advertising. It had to spark conversation, feel culturally authentic and carry a touch of magic,” said Saki Goh, marketing and e-commerce director at Scentify. “Ogilvy understood how to blend storytelling, tradition and technology in a way that feels both contemporary and deeply connected to the season. The idea of positioning Golden Breeze as the ‘lucky scent of the year’ immediately resonated with us. It perfectly captures the spirit of Chinese New Year.”
The campaign’s production process was developed in collaboration with D Moving Pictures. According to Ogilvy, the team conducted a one-day still photography shoot and used AI prompting to animate expressions and movements, which were then integrated into the episodic narrative. The approach aimed to maintain visual consistency and production value while improving efficiency.
Michelle Ong, executive director at Ogilvy Malaysia, commented, “Chinese New Year is one of the most emotionally charged and culturally nuanced moments in the calendar. By developing a Xiaohongshu first drama series, we were able to meet audiences on the platforms they love, in formats they actively engage with. AI assisted production enabled us to push creative boundaries, bringing agility, craft and a distinctive visual identity to a highly competitive festive landscape.”
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