At Mad Hat Asia, we believe that brands have the power to shape conversations and spark meaningful change. In conjunction with International Women’s Day 2025, we partnered with KPJ Healthcare Berhad to champion a message close to many hearts - women's health.
The Brief
Raise awareness about KPJ’s ongoing commitment to women's wellness.
Drive interest and uptake for their Buy 1 Free 1 Health Screening promotion.
We wanted to create a campaign that not only promoted a healthcare service but also reminded women to prioritize their well-being.
How We Brought It to Life
To bring this campaign to life, we focused on a three-pronged strategy anchored by strong content, relatable personalities, and digital amplification:
💡 Creative Content Development
We crafted original, platform-native content that was equal parts entertaining and educational—designed to spark reflection while remaining highly shareable.
🤝 Influencer Collaborations
We partnered with creators Ceddy and Dr. Soo Wincci, who brought authenticity and humour to the campaign, helping us frame health checkups as both urgent and relatable.
The Content Strategy
We rolled out a mix of owned and influencer-led content, each tailored to spark conversation and raise awareness in a fun yet meaningful way:
Ceddy x Dr. Soo Wincci (Influencer-led content)
A punchy, comedic video where both personalities discuss the B1F1 health screenings
“Would You Rather?” Carousel Series (Owned Content)
Interactive content that challenged viewers to make better choices in favour of their health.
Street-Style Visuals (Owned Content)
Scroll-stopping photos featuring witty placards and everyday local settings, creating a lighthearted but impactful message.
B1F1 Promo Content Series (Owned Content)
A straightforward, eye-catching post to clearly communicate the Buy 1 Free 1 health screening offer.
We also tapped into the “Girl Math” trend to reframe KPJ’s promo in a playful way, making it feel like a no-brainer investment.
What We Achieved
Thanks to a sharp strategy and collaborative execution, the campaign gained significant traction:
160,704 Total Reach
223,000 Total Views
3,434 Total Likes
61 Total Comments
458 Shares & Saves
From engagement to awareness, our goal was to spark interest and inspire action — and the results reflect just that.
The Mad Hat Touch
This campaign proved that even serious topics can be communicated with warmth, creativity, and relevance. By tapping into cultural cues, everyday experiences, and platform-specific formats, we turned a health screening promo into something relatable, shareable, and most importantly — impactful.
Let’s Make Meaningful Stories Together
If you’re looking to create campaigns that connect deeply and perform meaningfully, reach out to us. Let’s make your next story one worth telling — and sharing.