Bt's by Binti's Glass Glow Melting Balm Product Launch
Bt's by Binti's
Launching the Glass Glow Melting Balm Through 35 Creator-Led Stories
Campaign Overview
Client | Bt’s by Binti’s |
Industry | Muslim-friendly Beauty / Colour Cosmetics |
Campaign | Bt’s by Binti’s Glass Glow Melting Balm Product Launch |
Campaign Period | August 2025 |
Services | KOL Marketing & Creative Content Direction |
Platforms | Instagram and TikTok |
Total Creators | 35 |
Total Content | 35 IG Reels, synced to TikTok |
The Challenge
Launching a new beauty product in a highly competitive category requires more than simply putting the product in creators’ hands.
For the launch of Bt’s by Binti’s Glass Glow Melting Balm, the campaign needed to introduce the new product while communicating multiple selling points, from its glass-like shine and jelly texture to 12-hour moisture and four wearable shades.
With 35 creators across different tiers, another challenge was ensuring the campaign delivered consistent product messaging without producing 35 pieces of content that looked and felt the same.
The goal was therefore twofold: build mass awareness for the launch while creating enough content variety to keep the product interesting across Instagram and TikTok.
Our Strategy
We developed a tiered creator strategy involving 35 beauty and lifestyle creators, from seeders and micro content creators to mid-tier and macro content creators.
Instead of giving every creator the same content direction, we came out with multiple creative frameworks based on creator tier, content strengths, and the role each creator played within the campaign.
Seeders and micro creators were provided with structured, easy-to-execute concepts that helped maintain content quality and communicate the product’s key selling points clearly.
Meanwhile, mid-tier and macro creators were given formats that allowed greater room for their established personalities and content styles to come through.
The result was a campaign that maintained consistent product messaging while creating multiple ways for audiences to discover the Glass Glow Melting Balm.
Creator Strategy
Different creator tiers played different roles within the campaign.
Creator Tier | No. | Content Role |
Seeders | 10 | Store shoutout + product review |
Micro Creators | 15 | Store shoutout + product review |
Mid-Tier Creators | 7 | Product-focused content |
Macro Creators | 3 | Makeup tutorial / creative-led content |
Total | 35 |
This allowed the campaign to balance creator volume, content quality, reach, and creative variety rather than relying on one creator tier alone.
Our Role
Noice managed the campaign from end to end, including:
- Creator strategy and selection
- Beauty creator sourcing
- Creative Content Direction
- Campaign Management
- Content review & approvals
- Timeline management
- Campaign reporting
Campaign Execution
Deliverables
35 Creators
Each creator produced:
1× Instagram Reel synced to TikTok
Resulting in:
35 Instagram Reels
35 TikTok Videos
70 total social placements
Creative Content Strategy
Rather than issuing one standard content direction to all 35 creators, Noice developed a content framework with multiple creative concepts.
This gave creators clear storytelling guidance while preventing the campaign feed from becoming repetitive.
Creative Concepts Included
POV / Relatable Content
“POV: You’re a gloss hater” or discovering an affordable lip product that delivers a glossy finish.
The Art of Jelly / Glazed Lips
Tutorial-style content demonstrating how to achieve the trending glazed-lip look.
Day-to-Night Transformation
Showing how one shade could create a subtle daytime look before being layered for a bolder evening look.
Product Review & Swatches
Demonstrating all four shades, texture, pigmentation, application and personal favourites.
What’s In My Bag?
Positioning the Melting Balm as an everyday beauty essential.
ASMR Unboxing
Texture-focused, sensory content highlighting the packaging, jelly formula and application.
GRWM: No-Makeup Makeup
Integrating the product naturally into an effortless everyday beauty routine.
A Shade for Every Mood
Matching each of the four shades to different moods, outfits and personalities.
Content Focus
Across the different creative concepts, creators consistently communicated the product’s key selling points:
✨ Glass-like shine
💧 12-hour moisture powered by Squalane Oil & Vitamin E
💋 Jelly texture that melts onto the lips
🌸 Natural pink tint
🎨 Four wearable shades
🌱 Vegan-friendly and Muslim-friendly
Our KOL also demonstrated the correct application method and directed audiences to purchase the product through Watsons stores and online channels.
Why Multiple Content Directions?
One Product. Multiple Stories.
When activating creators at scale, repeating the same creative direction can result in content that feels predictable.
For this campaign, Noice developed multiple content frameworks to give creators a stronger creative starting point while maintaining consistent product messaging.
More structured concepts helped creators translate product features into engaging short-form content, while variations in format, from tutorials and transformations to ASMR, GRWM and product reviews. All allowed the same product to appear naturally across different content styles.
This created creative consistency without creative repetition.
Featured Creator Content
Different Concepts. Same Product.
01 — Lifestyle / Vlog
Macro creator
How Binti’s Glass Glow Melting Lip Balm melts into my day
TikTok @aliaizhm
Beauty and Lifestyle Content
Followers: 174,600
Views: 292,276
Total Interaction: 527
Creator Credit: TikTok @aliaizhm
Campaign: Bt’s by Binti’s Glass Glow Melting Balm Product Launch
02 — Creative Format
Micro creator
What’s in my bag
TikTok @atiqahazm Beauty and Lifestyle Content Followers: 25,300 Views: 573,022 Total Interaction: 726
Creator Credit: TikTok @atiqahazm
Campaign: Bt’s by Binti’s Glass Glow Melting Balm Product Launch
03 — Product Review
Micro creator
Let’s try Binti’s Glass Glow Melting Balm
TikTok @putrialeshaaaa
📍 Beauty and Lifestyle Content
👥 Followers: 14,100
👀 Views: 569,974
❤️ Total Interaction: 696
Creator Credit: TikTok @putrialeshaaaa
Campaign: Bt’s by Binti’s Glass Glow Melting Balm Product Launch
04 — Product Review
Seeder
Four-Shade Swatch & Review
TikTok @dadanazih
📍 Beauty and Lifestyle Content
👥 Followers: 15,700
👀 Views: 31,830
❤️ Total Interaction: 114
Creator Credit: TikTok @dadanazih
Campaign: Bt’s by Binti’s Glass Glow Melting Balm Product Launch
Campaign Performance
Metric | Result |
Creators | 35 |
Combined Followers | 3,624,013 |
Original Content Assets | 35 |
Total Social Placements | 70 |
Total Reach | 1,542,103 |
Total Actions | 12,640 |
Engagement Rate | 0.35% |
Reach Rate | 42.55% |
Cost per Reach | RM0.02 |
Campaign Highlights
✅ 1.54M+ Total Campaign Reach
✅ 42.55% Reach Rate
✅ RM0.02 Cost Per Reach
✅ 3.62M+ Combined Creator Following
35 creators. 8+ creative directions. 70 social placements.
Ready to Launch Your Next Beauty Product?
Launching a product isn’t just about getting more creators to talk about it. It’s about giving audiences different reasons to pay attention.
At Noice, we combine creator strategy, creative direction and campaign execution to turn product launches into content people actually want to watch.
Whether you’re launching a new beauty product, expanding into Malaysia, or looking to activate creators at scale, we’ll help you build a campaign that balances reach, creativity and consistency.
Let’s make some Noice.