As a homegrown lifestyle brand that dedicates 100% of its profits to empowering women and children across Southeast Asia, Mangosteen wanted its Christmas 2024 campaign to not only deliver luxury gift sets, but also create meaningful impact.
That’s where Mad Hat came in. Our role? To craft a communications strategy that celebrated conscious indulgence while inspiring consumers to take part in Mangosteen’s mission.
The Brief: Make Every Gift Meaningful
Mangosteen’s “Gifts That Give Back” campaign featured its newly launched Tropics Vegan Collection alongside festive gift sets, created in collaboration with local social enterprises like bake X dignity. The campaign wasn’t just about selling products, it was about:
Positioning Mangosteen as a brand that blends luxury with social impact.
Highlighting its commitment to sustainability and community empowerment.
Driving awareness and purchase during the competitive festive retail season.
Our Strategy: Purpose Meets Storytelling
Mad Hat knew this campaign had to be heart-led yet polished. We leaned on three core approaches:
Impact-First Storytelling – Framing every product as more than just an indulgence, but as a direct contribution to women and children in need.
Festive Visual Identity – Designing content that blended the warmth of Christmas with Mangosteen’s tropical, homegrown identity.
Engagement Through Partnerships – Elevating the collaboration with bake X dignity to connect with consumers who value gifts with deeper meaning.
What We Did
Press Release & Media Outreach – Positioned the campaign in lifestyle and CSR-focused media to spotlight Mangosteen’s unique 100% profit pledge.
Social Media Campaign – Curated festive-themed assets showcasing the gift sets in a relatable yet aspirational way, from flatlays to lifestyle videos.
Influencer Engagement – Partnered with lifestyle and conscious-living influencers to share authentic reviews and gift-giving stories.
Community-Centric Messaging – Crafted captions and narratives that highlighted not just what was inside the boxes, but who they uplift.
The Impact
The “Gifts That Give Back” campaign successfully spread Mangosteen’s mission of conscious luxury while generating festive visibility and engagement.
Campaign Results:
PR Value: RM315,135.94
Estimated Pageviews / Readership: 4.4M
Social Media Impressions: 643,383
Social Media Reach: 427,733
These results not only amplified brand awareness but also reinforced Mangosteen’s positioning as a leader in luxury with purpose, driving conversations around conscious gifting during the holiday season.
Looking Ahead
For Mangosteen, this festive season was more than just about holiday sales - it was a reaffirmation of its mission: that everyday indulgences can be turned into a force for good.
We brought the vision to life with stories and content that truly connected with people.
Want to spread impact with your next campaign? Let’s craft stories that inspire. Reach out at hatters@madhat.asia
.