How targeted television exposure, carefully selected personalities and conversion-focused messaging helped Kinohimitsu connect with Malaysian consumers.
Beyond TV Exposure: The Strategy Behind Kinohimitsu’s Campaign
Getting a brand featured on television is one thing. Turning those few minutes of airtime into meaningful consumer interest is another.
For established wellness brand Kinohimitsu, introducing its products to the right audience required more than simply securing television exposure. It required a carefully planned marketing strategy that connected the right platform, personalities, product messaging and consumer journey.
Working with KNKV Group, Kinohimitsu introduced products including Wellsure, Bird’s Nest Habbatussauda and Hair Collagen Booster through Assalamualaikum on TV AlHijrah.
But the real value of this campaign was not just appearing on television.
It was the strategy behind every appearance, from selecting the right audience to developing seven minutes of content designed to encourage enquiries and purchase consideration.
What began with six trial television slots eventually expanded to 48 slots over a one-year period, demonstrating the client’s willingness to extend its investment in this media approach.
Why Did KNKV Group Choose TV AlHijrah for Kinohimitsu?
Not every media platform is right for every brand.
For Kinohimitsu, KNKV Group identified a specific consumer segment the campaign needed to reach: Malay audiences, particularly urban consumers aged 35 and above.
This audience was relevant to the wellness and personal care products being promoted, including products positioned around the interests and needs of mature consumers.
Rather than choosing a television channel based on popularity alone, KNKV Group considered the audience profile, programme format and suitability of the platform for communicating Kinohimitsu’s product messages.
TV AlHijrah’s Assalamualaikum programme offered an opportunity to reach the intended audience through a familiar, conversational format.
The objective was not simply to increase brand visibility. It was to place the right message in front of viewers who were more likely to find the products relevant.
The strategy was simple: reach the right audience, through the right platform, with the right message.
This audience first approach formed the foundation of the campaign.
The Seven-Minute Strategy: Turning Airtime into Consumer Interest
A television appearance may last only seven minutes, but the way those minutes are structured can influence whether viewers simply watch or decide to take the next step.
For Kinohimitsu, KNKV Group took responsibility for planning and developing the spokesperson scripts, from beginning to end.
Rather than leaving the conversation entirely to the personalities appearing on screen, the agency developed a messaging structure built around three essential elements:
- Unique Selling Proposition (USP): Highlighting the product’s key features and what made it relevant to the intended audience.
- Promotion: Communicating the available product offers in a clear, approachable manner.
- Call to Action (CTA): Encouraging interested viewers to enquire about the products and explore purchasing options.
Every element served a purpose.
The content needed to be informative enough to explain the product, conversational enough to feel natural and persuasive enough to encourage a response.
This was particularly important for wellness-related products, where consumers may need additional explanations before considering a purchase.
By carefully organising the messaging within the available airtime, KNKV Group aimed to transform a short television segment into an opportunity for consumer engagement.
The seven-minute appearance was not treated as ordinary airtime. It was treated as a strategically structured marketing opportunity.
Watch: Kinohimitsu on Assalamualaikum TV AlHijrah
Watch an example of Kinohimitsu’s television presence on Assalamualaikum TV AlHijrah, featuring the conversational approach used to communicate product information to viewers.
A featured Kinohimitsu television segment on Assalamualaikum TV AlHijrah.
This illustrates the type of media setting within which KNKV Group developed its audience-focused communication strategy.
Why Was Spokesperson Selection Part of the Marketing Strategy?
Having a recognisable personality promote a product can attract attention. However, popularity alone does not guarantee that the message will resonate with the intended audience.
For Kinohimitsu, KNKV Group approached spokesperson selection as part of its broader audience and communication strategy.
The campaign featured familiar personalities, including Heliza Helmi, with different personalities and presentation approaches considered for their ability to connect with relevant consumer segments.
Each personality brought a different communication style, audience appeal and strength to the campaign.
Instead of depending on one spokesperson to communicate every product in the same way, the strategy considered how different personalities could deliver different messages more effectively.
This allowed the campaign to explore multiple creative angles while maintaining consistency in the brand’s overall communication.
Just as importantly, KNKV Group provided product briefings to the spokespersons, ensuring they understood the product information, promotional messages and key talking points before appearing on television.
The purpose was not simply to have celebrities talk about Kinohimitsu.
It was to ensure that the right personality delivered the right product message to the right audience.
From Television Viewers to Potential Customers
A successful media appearance should not end when the programme goes off air.
For Kinohimitsu, the television campaign was designed to encourage interested viewers to take action after watching the segments.
According to the campaign team’s observations, broadcasts generated incoming enquiries from consumers who wanted to understand the featured products and available promotions.
These enquiries created opportunities for Kinohimitsu’s sales team to engage with interested consumers, answer questions and guide them towards suitable purchasing channels.
Depending on their preferences, consumers could explore available online shops or visit the brand’s website to learn more and make purchases.
This created a connection between television exposure and the brand’s wider sales process.
The campaign therefore went beyond brand awareness. Its communication strategy was also designed to generate enquiries and support the journey from product discovery to purchase consideration.
From Six Trial Slots to 48: How the Campaign Expanded
One of the most significant developments in Kinohimitsu’s television campaign was its expansion beyond the initial media arrangement.
The collaboration began with just six trial television slots.
This initial phase provided an opportunity to introduce the products, test the media approach and observe audience responses.
Following the trial phase, Kinohimitsu extended its television commitment to a total of 48 slots over a one-year period.
This progression was an important milestone for the campaign.
It showed that the client saw sufficient value in the approach to continue investing in the platform beyond the initial trial.
Rather than treating television as a one-off publicity activity, the extended campaign allowed Kinohimitsu to maintain repeated exposure while continuing to communicate its product offerings.
The progression from six trial slots to a year-long television presence also highlights the importance of developing a media strategy that can be sustained beyond a single broadcast.
For KNKV Group, the objective was never just to secure television slots. It was to build a marketing approach that the client could confidently continue investing in.
What Was KNKV Group’s Role in the Campaign?
Behind Kinohimitsu’s television appearances was a coordinated series of marketing and campaign management activities.
KNKV Group’s involvement extended beyond arranging the television placement.
The agency contributed to the planning and execution of the campaign through:
- Media Strategy and Audience Targeting: Identifying TV AlHijrah as a suitable platform based on Kinohimitsu’s intended consumer profile.
- Spokesperson Selection: Choosing personalities and communication approaches aligned with different audience segments and campaign angles.
- Scriptwriting and Message Development: Developing the seven-minute segment scripts, including USP, promotional messaging and CTA.
- Product Knowledge Briefing: Preparing spokespersons to communicate the relevant product information effectively.
- Television Slot Coordination: Managing scheduling, arrangements and coordination related to the television appearances.
- Campaign Communication Strategy: Ensuring each segment supported the broader objective of generating awareness, enquiries and purchase consideration.
These activities demonstrate the difference between simply purchasing media space and building a strategically managed marketing campaign.
The television programme provided the platform.
KNKV Group provided the strategy, content direction and execution that shaped how the brand appeared on that platform.
What Can Other Brands Learn from Kinohimitsu’s Campaign?
Kinohimitsu’s experience offers an important lesson for businesses considering television advertising, influencer marketing or other forms of media exposure.
A media platform alone does not create an effective campaign.
Brands need to understand who they want to reach, why that audience matters and what they want consumers to do after encountering the message.
The choice of spokesperson should also be driven by audience suitability and communication objectives rather than popularity alone.
Most importantly, even a short media appearance needs a clear messaging structure.
Every minute should contribute to a specific purpose, whether introducing the product, addressing consumer questions, communicating a promotion or encouraging an enquiry.
Kinohimitsu’s expansion from six trial slots to 48 slots over one year illustrates how an initially limited media initiative can develop into a longer-term campaign.
It also reinforces a broader principle: effective marketing is not simply about being seen by more people.
It is about being seen by the right people and giving them a reason to respond.
How Can KNKV Group Help Your Brand Build a Strategic Media Campaign?
At KNKV Group, we believe effective media campaigns begin long before a brand appears on screen.
From identifying the right target audience and selecting suitable media platforms to planning spokesperson messaging, developing scripts and coordinating execution, every decision should support a clear marketing objective.
Whether a brand is introducing a new product, expanding into a different audience segment or strengthening its market presence, our approach is built around combining creative communication with purposeful marketing strategy.
Kinohimitsu’s campaign demonstrates how strategic planning can turn television exposure into a coordinated initiative designed to generate awareness, consumer enquiries and opportunities for further engagement.
Because successful advertising is not just about where your brand appears. It’s about the strategy behind what happens when people see it.
Looking to build a media campaign that goes beyond exposure?
Connect with KNKV Group to explore how the right combination of media strategy, creative messaging and campaign execution can support your next marketing objective.
