Work · FMCG · personal care
Cutee Soap: making a Kerala soap brand part of everyday conversation
A year of social media, influencer collaborations, local awareness and moment marketing for Cutee, a beauty and bathing soap brand made in Kerala. More than 50 local creators, and a reach of over 10 lakh people.
- Cutee Soap · Good Buy Soaps and Cosmetics Pvt. Ltd.
- Kanjikode, Palakkad, Kerala
- One year, ongoing
- Social media, Influencer marketing, Digital marketing
The challenge
Cutee is a beauty and bathing soap brand made in Kanjikode, Palakkad, by Good Buy Soaps and Cosmetics Pvt. Ltd. Its range runs from Sandal, Haldi Manjal and Herbow (neem and thulasi) to Lavender Bloom, Milky Almond and Cutee handwash, sold in shops across Kerala and on Amazon, Flipkart and JioMart. Its promise, in Malayalam, is playful: ithiri Cutee, othiri beauty, a little Cutee, a lot of beauty.
Soap is one of the most crowded shelves in any shop. Big national brands spend heavily on TV, and shoppers rarely stop to think about which bar they pick up. Cutee needed to be noticed, talked about and remembered, on a regional brand’s budget.
What we did
For the past year, HAWKSEE has run Cutee’s digital presence with one idea: be part of the conversation people are already having.
- Social media that people stop for: Malayalam-first content with humour and character, from germs drawn as “prime suspects” on a police-station bench to Cutee’s own cute mascot.
- Moment marketing: quick, topical creatives that ride what Kerala is talking about, like playing on a popular film to cast Cutee Lavender as Bodhi.
- Influencer collaborations: more than 50 local creators, with short skits and reels that put Cutee in everyday situations.
- Local awareness: hygiene and handwash messages that make the product useful to talk about, not just to sell.
- Festival and offer campaigns: seasonal pushes like the Onam special, planned to turn attention into sales.
In one year, Cutee’s content has reached more than 10 lakh people, with over 50 local creators carrying the brand into their own communities. The brand is getting strong traction across digital media, and the client is happy with the direction.