Overview

Pixy launched its Aqua Protection Series with a clear ambition to become a daily essential for women exposed to intense outdoor conditions, specifically targeting communities such as women cyclists and female online drivers who face direct UV exposure in their routines. Markathing led the campaign through community engagement and transmedia storytelling, crafting a narrative rooted in real lived experiences by involving these communities in an awareness video, extending the story across social media, and activating key opinion customers to reinforce authenticity and peer trust. This approach ensured cultural and contextual relevance, resulting in strong market resonance where the product quickly sold out across marketplaces and gained viral traction as a long awaited solution for its target audience.