Asia Pulp & Paper, one of the largest pulp and paper companies in the world, has appointed Kingdom Digital as the digital agency for its tissue brand Paseo Singapore. The appointment follows a virtual pitch in March.
Under the appointment, which commenced in October, Kingdom Digital will be responsible for assisting the brand in its digital duties. This covers social media management, including content planning and development, community management, as well as influencer campaign execution.
“We are delighted to appoint Kingdom Digital as our digital agency in Singapore,” said Christina Lye, Country Head for APP Commercial, Singapore.
“Besides demonstrating a good understanding of the dynamic digital media scene, their strategic recommendation and creative pitch for Paseo was distinctive. Through this partnership with Kingdom Digital, we look forward to increasing Paseo’s engagement with our consumers.”
Meanwhile, Kingdom Digital’s CEO, Ryan Ong shared that they are pleased to partner with the brand to improve their digital strategies in Singapore.
“We are thrilled that our Singapore team has partnered up with such a global brand to amplify their ideas and vision. Backed by our refined digital expertise and highly-experienced team, we look forward to helping Paseo strengthen top-of-mind awareness and establish its position as the preferred premium quality tissue brand among consumers.”
One of the agency’s campaigns for the brand includes promoting the launch of its coloring facial tissue box, Paseo Kids Facial Box. Kingdom Digital featured the various ways the facial box fits into the everyday life of Singaporean families through relevant content on Paseo’s Facebook and Instagram channels.
For further visibility, the agency collaborated with popular moms slash influencers Clara Chan and Vanny Tang to raise awareness for the product and drive participation for the Paseo’s Kids Facial Box coloring contest, in collaboration with Crayola Singapore.
The company hopes to bring the imagination of both kids and adults to life via the art of coloring.
The campaign also is also part of APP Group’s goal to spread awareness of the importance of wildlife protection and conservation. The product comes in two designs. The first features pictures of endangered animals from Indonesia’s rich biodiversity, while the second concept features playful dolphins.
The Paseo Kids Facial Box is sold in sets of four, where each set contains both design variations. They are available for purchase exclusively at FairPrice stores and online platforms Shopee, Lazada, and Qoo10.
To participate in the coloring contest, interested parties can purchase the Paseo Kids Facial Box and color it. By submitting the photo of the finished product with a creative caption in the comment section of Paseo’s Facebook contest post, participants will be in the running to win exclusive Crayola vouchers. The contest ends on December 31st.
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