Confidence Squad

P&G Malaysia

P&G was launching its LINE Official Account as another social media channel to reach out to the consumers in Malaysia.

Instead of publishing typical contents promoting their FMCG products, we adopted a different approach by creating virtual characters.

Inspired by the Marvel's Avengers or DC's Suicide Squad, P&G Confidence Squad was born! The squad was formed by 4 superheroes, namely Pheobe (Pantene), Hanson (Head & Shoulders), Daisy (Downy) and Gaven (Gillette).

Each virtual character was profiled based on the brand he or she is representing, and they communicated with the audience with their own tone & manner.

In order to promote the LINE Official Account, LINE stickers were designed based on the characters with various expressions.

We have also designed the event collaterals, and recruited influencers (representing each character, of course) to the launch event.