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A Campaign to Remember

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#BRANDS
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Maible Tsui - Assistant Marketing Communications Manager, Jebsen Consumer

If somebody were to take a random snapshot of me at work today, it is likely that the photo will show me doing something creative: brainstorming ideas for marketing campaigns, drawing up solutions to issues, or designing the rundown for an important press launch. Each and every day, I get to flex my brain and think of new ideas to apply to my job, which is to manage projects and marketing communications for a number of consumer electric and domestic appliance products. Within the fast-changing and competitive consumer market, though, sometimes it takes a little guts and a great deal of out-of-the-box thinking to hit a breakthrough.

In 2015, I was in charge of promoting the launch of the CASIO TR60, a selfie camera designed for the perfect selfie – think makeup, skin brightening and beautifying functions. I knew that if I wanted to impress journalists in this consumer tech-saturated market and get the press coverage I wanted, I had to do something vastly different from the run-of-the-mill marketing and PR tactics.

With the support of my company and team, I decided to be a little daring for the product launch: I changed the angle of our pitch and positioned the TR60 not as a camera, but a fashion accessory. I took advantage of the fact that the camera came in four trendy colours, and invited local designers to come up with four different fashion styles to go with each of the colours. We then did a photoshoot with models sporting these styles and posing with the TR60. Suddenly, we weren’t just marketing a selfie camera, we were selling an image, an identity. We got the attention of the media and our dealers, who, realising the appeal and potential of the product, were willing to order it from us. Our principal was also satisfied with the approach.

This fun and successful campaign was one of most memorable moments from my career at Jebsen – which reaches 10 years this year. To be honest, I barely noticed the time passing. My job has always kept me busy, with my workload intensifying steadily as I progressed up my career ladder.

When I started as Marketing Assistant in 2007, I mostly assisted with executing product launches and event management. I got enthusiastic and sufficient support from my manager, especially when I faced problems. When I was later promoted to Assistant Marketing Communications Manager, my responsibilities became much more complex, and I transitioned from an execution role to a decision-making one. I am now responsible for budget planning and project management, and I need to communicate directly with important stakeholders like principals and dealers.

It can all be daunting at times, but what I love about Jebsen is that it really gives me the autonomy and confidence to carry out my tasks. Not only that, the company always believes in me, even when the solutions I suggest have never been done before. It is exactly this culture of encouragement and trust that keeps me inspired and full of ideas.

Nowadays, I am focused on setting new challenges for myself to keep my skills fresh and my creative juices flowing. In addition to strengthening my time management skills, this year, I will also be working on building my capabilities in terms of product brand building, channel development and training. I cannot wait to learn more, and be able wow the market over and over again with even more dazzling campaigns!

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