How Bulan Bintang turns festive hype into customer engagement with SleekFlow

For festive retail brands, momentum matters just as much as the product itself. A major campaign needs to do more than announce a launch. It needs to build anticipation early, keep attention warm, and give customers a clear path to act at exactly the right moment.

For Bulan Bintang, a Malaysian fashion brand known for its Baju Melayu and Raya collections, that moment came with Terrrrpaling Raya, the brand’s annual campaign where customers purchase selected products, scan to join the experience, and stand a chance to win prizes. 

The challenge: Managing festive campaign demand at scale

The Terrrrpaling Raya campaign takes place during Ramadan, one of the busiest retail periods in Malaysia. Each year, the campaign generates a surge of customer interest within a short window of time, and with it, a high volume of enquiries across multiple touchpoints.

Without a structured messaging strategy, conversations can quickly become fragmented, making it harder for teams to respond quickly and maintain a consistent customer experience. Bulan Bintang needed a way to build anticipation before the launch, manage inbound traffic at scale during it, and keep the post-purchase experience seamless throughout.

Phased WhatsApp broadcasts to build anticipation and drive conversions

​​To capitalise on festive demand, Bulan Bintang used SleekFlow to execute a phased WhatsApp broadcast strategy, delivering a series of carefully timed messages to build anticipation ahead of the campaign launch.

With business messages on WhatsApp achieving open rates of around 98%, compared with roughly 20% for email, each message had a stronger chance of being seen, remembered, and acted on, especially during festive campaigns when timing and attention are everything.

Phase 1

The first phase focused on audience building by reactivating Bulan Bintang’s existing customer database and teasing the upcoming collection. The brand sent an intimate broadcast, in which its founder subtly teased the new collection and invited customers to receive exclusive updates.

Recipients were prompted to save the brand’s WhatsApp number and tap a quick reply button labelled “Done” to continue receiving campaign messages. This simple step helped identify genuinely interested customers, building a more engaged contact base while improving visibility for future broadcasts.

As the campaign launch approached, Bulan Bintang shared a behind-the-scenes video teasing Terrrrpaling Raya 2025 while deliberately holding back the full details. Opening with “Can you keep a secret?” and hinting at early access, the message sparked curiosity and reinforced a sense of exclusivity, keeping customers engaged as they waited for what came next.

Phase 4 

Finally, the campaign culminated in an exclusive early-access livestream. By introducing a time-sensitive opportunity to join before the official launch, Bulan Bintang gave recipients a strong reason to act immediately, turning weeks of anticipation into real-time participation and conversions.

With SleekFlow, Bulan Bintang turned WhatsApp broadcasts into a multi-step, structured engagement strategy. Each phase played a distinct role, from growing the audience to deepening curiosity to driving immediate action. The result was a campaign that kept customers engaged, strengthened exclusivity, and sustained momentum all the way to launch.

Automating prize redemption with WhatsApp QR codes and Flow Builder

With anticipation already building through its WhatsApp broadcasts, the last thing Bulan Bintang could afford was to fall short of customer expectations. To prepare for the surge of enquiries, the team built an automated customer journey using SleekFlow’s Flow Builder.

After purchasing a product, customers receive a coupon with a WhatsApp QR code. To redeem it, they simply scan the code and send a message to start the process.

Once the conversation begins, they are automatically enrolled into the Terrrrpaling Raya workflow, assigned to the dedicated support team, and tagged with a “Terrrrpaling Raya” label for easier segmentation.

An interactive message then guides them to the next step. With one tap, customers can check the status of their gift or voucher, creating a quick and seamless redemption experience while allowing Bulan Bintang to capture new customer contacts for future campaigns.

An interactive message then guides customers to their next steps. With one tap, they can check the status of their gift or voucher, creating a quick and seamless redemption experience while allowing Bulan Bintang to capture new customer contacts for future campaigns.

Beyond simplifying the redemption journey, Bulan Bintang’s WhatsApp QR codes also created a cost-efficient way to handle campaign traffic at scale.

Because customers initiate the conversation by scanning the QR code, the brand could take advantage of WhatsApp’s free entry point window to engage customers and manage a high volume of campaign-related messages without paying to initiate each interaction.

SleekFlow Flow Builder has helped reduce manual work for our automated Ramadan marketing campaign. We can automatically assign the customer chat to a specific team and organise the workflows efficiently.

Ikmal Hakim

Customer Relations Manager at Bulan Bintang

Improving team efficiency during peak season

With SleekFlow, the Bulan Bintang team could label, prioritise, and route conversations to the right team members, allowing support staff to stay focused even as enquiry volumes surged during peak season.

By consolidating all messaging into a single platform, SleekFlow also provided a shared inbox where multiple agents could handle conversations without duplicated replies, giving managers clearer visibility into service quality and team performance.

For a brand where festive momentum is everything, SleekFlow gave the team the structure to keep up with it.

About Bulan Bintang

Bulan Bintang is a Malaysian fashion brand specialising in ready-to-wear festive collections for the whole family. Best known for its Baju Melayu, kurta, and Baju Kurung offerings, the brand serves customers through its online store and a growing network of official boutiques across Malaysia.