BRIEF:

Promote the Kyra Body Bliss bra on a modest budget in a crowded lingerie market dominated by high-cost celebrity endorsers.

SOLUTION:

Created “Miss Kylie Naka” – a fitting doll turned Instagram influencer representing women trapped in uncomfortable bras. We noticed early on that Thai Instagram users weren’t just following real celebrities – they were hungry for entertaining, daily relatable content. By treating Kylie like a real living persona who parodied trending high-society activities every single day, we turned a silent mannequin into a daily source of entertainment people actively wanted to follow, culminating in a major press reveal where Kylie “came alive” wearing Kyra Body Bliss.

RESULT:

Turned an unbranded mannequin into a viral celebrity (5.2k+ IG followers, 14.4k+ FB followers, and 100k+ YouTube views in 30 days), earning widespread media pickup and driving product demand without traditional endorsement costs.