||

Our Blog

2023 | |

Sunquick FoodPanda Mixologists – Peeling Abang Food Pandas’ hidden talent

Advertiser: Barkath Co-Ro Manufacturing Sdn Bhd
Brand: Sunquick
Creative Agency: MINDSHARE MALAYSIA
Credits: -

SID_239_A_

Objective & Challenge
RamadanRaya is the most crucial period for the Cordial category when consumption typically increases due to Buka Puasa meals and Raya Open Houses. For Sunquick, this was an important period to drive sales. However, Sunquick faced an uphill task because: Challenge from Ribena: Closest contender who is aggressively establishing the same message of being a rich source of Vitamin C. During the RamadanRaya period, Ribena typically spend around RM1m and 100% on digital. This amount is 3X of Sunquick’s digital spend. Challenge from Beverage brands: RamadanRaya is a busy period for the total beverage category. In 2022, ADEX showed a whopping RM51m in advertising spends with the top 3 brands – Dutch Lady(RM8.7m), MILO(RM5.9m) and F&N(RM2.3m). Besides advertising on the usual platforms like social media, TV and digital display, most brands use the Influencer Space as a main platform to engage with the consumers. RamadanRaya records up to 10K pieces of content a month (normal period records <1K per month). 80% of the content is dominated by Food & Beverages players. Challenge: Sunquick was David fighting Goliath (Ribena and other beverage brands) during the most important period for Cordial. While the brand wanted to build engagement by using influencers, they need to find an uncluttered/untapped influencer platform within the constraint of a small budget below RM100K.

Insight & Strategy
It’s given that we had to identify the right influencers who were trending and relevant. However, Sunquick didn’t have the budget to engage celebrities or even the usual Macro influencers with a budget of below RM100K (inclusive of boosting and production). Scouring the social media, we saw a trending phenomenon with DELIVERY RIDERS who were creating engaging content and their followers were growing. This was a group that was very close to the mass community (mainly B40s and M40s which was the Sunquick target customers). With the delivery service predicted to grow at a rate of 18%* yearly, the number of riders and its importance will also grow in tandem. FoodPanda as the No.1 F&B Delivery in MY with over 15M app downloads employed 20K Klang Valley riders. The riders in Pink Jerseys were fast becoming recognizable. Many of them also had their own social media followers and were creating content for free for FoodPanda. These riders are so active (especially on TikTok) that their #FoodPanda videos have garnered 524.1m views . As Sunquick didn’t have their own TikTok account and would drown amidst the heavily promoted brands, riding on FoodPanda riders would give us more attention and traction. This created an opportunity for Sunquick to leverage on FoodPanda riders to be their influencers. The idea was to get selected riders to talk about the different recipes they can make with Sunquick cordial or how 1 bottle of Sunquick makes 50 glasses of Vit.C richness. In return, the riders would be able to make extra income being an influencer for the RamadanRaya period. This gave birth to Sunquick FoodPanda Mixologists.

Execution
The Sunquick FoodPanda Mixologists came in a group of 14 KOLs. They were given the task to create content to show how they mix Sunquick with other complimentary mixers and how mixing 1 bottle produces 50 cups. They were given a free rein to craft and curate the content in their own style. This was important as authenticity was key to engage with their followers. The only rules were that they had to showcase Sunquick which was not an issue as it was integral to the story and wear their FoodPanda pink jersey. The influencers were chosen based on the number of social media followers, engagement rate they had and the kind of content they produced. Their enthusiasm and authenticity were evident through their content – from Abang Goncang shaking his Sunquick in numerous ways to KOLs roping in other riders from Grab and LalaMove in a dance. To create noise on TikTok, we had to flood our content and tag it with #SunquickDiSisi #NikmatDikongsiBersama #FoodPanda. We boosted the best performing content to drive more views. To capture on the traction, we gave out 10K Sunquick samples in Klang Valley on FoodPanda App for customers to try and drove people to purchase the bigger bottle on PandaMart.

Effectiveness
The Sunquick FoodPanda Mixologists was a first of its kind collaboration with FoodPanda as they have never offered their riders as paid influencers. The authenticity of the KOLs was truly evident because the delivered TikTok video views recorded 1.5mil views @ RM0.007 ECPV (engagement cost per view) against the planned RM1 ECPV. This was 142x lower than the industry benchmark for Nano KOLs. It also recorded a high engagement rate at 18.1% which surpassed the industry benchmark of 3%. Beyond that, the KOLs’ postings created positive conversations around Sunquick during a very cluttered period on social media. People praised the content as being different and new. This positivity trickled down to the bottom funnel where the sampling activity had to stop earlier when the 10K Sunquick samples were redeemed within 20days (planned 45 days of redemption). Sunquick also managed to increase their sales in PandaMart. They recorded a 15% increase in sales (vs RamadanRaya 2022). Finally, this exercise helped the riders to earn an extra income by being paid to do what they lovecreating content. Due to this success, FoodPanda has started a new advertising stream to position their riders as paid influencers.

2023 | |

Sunquick FoodPanda Mixologists: Presenting Abang Food Panda – The Social Influencers!

Advertiser: Barkath Co-Ro Manufacturing Sdn Bhd
Brand: Sunquick
Creative Agency: MINDSHARE MALAYSIA
Credits: -

SID_241_A

Objective & Challenge
RamadanRaya is the most crucial period for the Cordial category when consumption typically increases due to Buka Puasa meals and Raya Open Houses. For Sunquick, this was an important period to drive sales. However, Sunquick faced an uphill task because: Challenge from Ribena: Closest contender who is aggressively establishing the same message of being a rich source of Vitamin C. During the RamadanRaya period, Ribena typically spend around RM1m and with 70% on social. Sunquick only had 10% of this budget to be spent on social. Challenge from Beverage brands: RamadanRaya is a busy period for the total beverage category. In 2022, ADEX showed a whopping RM51m in advertising spends with the top 3 brands – Dutch Lady(RM8.7m), MILO(RM5.9m) and F&N(RM2.3m). For most brands, the Influencer Space is a main platform to engage with the consumers. RamadanRaya records up to 10K pieces of content a month (normal period records <1K per month). 80% of the content is dominated by Food & Beverages players. Challenge: Sunquick was David fighting Goliath (Ribena and other beverage brands) during the most important period for Cordial. While the brand wanted to build engagement by using influencers, they need to find an uncluttered/untapped influencer platform within the constraint of a small budget below RM100K.

Insight & Strategy
It’s given that we had to identify the right influencers who were trending and relevant. However, Sunquick didn’t have the budget to engage celebrities or even the usual Macro influencers with a budget of below RM100K (inclusive of boosting and production). Scouring the social media, we saw a trending phenomenon with DELIVERY RIDERS who were creating engaging content and their followers were growing. This was a group that was very close to the mass community (mainly B40s and M40s) which was the Sunquick target customers. With the delivery service predicted to grow at a rate of 18%* yearly, the number of riders and its importance will also grow in tandem. FoodPanda as the No.1 F&B Delivery in MY with over 15M app downloads employed 20K Klang Valley riders. The riders in Pink Jerseys were fast becoming recognizable. Many of them had their own social media followers and were creating content for free for FoodPanda. These riders are so active (especially on TikTok) that their #FoodPanda videos have garnered 524.1m views. As Sunquick didn’t have their own TikTok account and would drown amidst the heavily promoted brands, riding on FoodPanda riders would give us more attention and traction. This created an opportunity for Sunquick to leverage on FoodPanda riders to be their influencers. The idea was to get selected riders to talk about the different recipes they can make with Sunquick cordial or how 1 bottle of Sunquick makes 50 glasses of Vit.C richness. In return, the riders would be able to make extra income being an influencer for the RamadanRaya period. This gave birth to Sunquick FoodPanda Mixologists.

Execution
The Sunquick FoodPanda Mixologists came in a group of 14 KOLs. They were given the task to create content to show how they mix Sunquick with other complimentary mixers and how mixing 1 bottle produces 50 cups. They were given a free rein to craft and curate the content in their own style. This was important as authenticity was key to engage with their followers. The only rules were that they had to showcase Sunquick which was not an issue as it was integral to the story and wear their FoodPanda pink jersey. The influencers were chosen based on the number of social media followers, engagement rate they had and the kind of content they produced. Their enthusiasm and authenticity were evident through their content – from Abang Goncang shaking his Sunquick in numerous ways to KOLs roping in other riders from Grab and LalaMove in a dance. To create noise on TikTok, we had to flood our content and tag it with #SunquickDiSisi #NikmatDikongsiBersama #FoodPanda. We boosted the best performing content to drive more views. To capture on the traction, we gave out 10K Sunquick samples in Klang Valley on FoodPanda App for customers to try and drove people to purchase the bigger bottle on PandaMart.

Effectiveness
The Sunquick FoodPanda Mixologists was a first of its kind collaboration with FoodPanda as they have never offered their riders as paid influencers. The authenticity of the KOLs was truly evident because the delivered TikTok video views recorded 1.5mil views @ RM0.007 ECPV (engagement cost per view) against the planned RM1 ECPV. This was 142x lower than the industry benchmark for Nano KOLs. It also recorded a high engagement rate at 18.1% which surpassed the industry benchmark of 3%. Beyond that, the KOLs’ postings created positive conversations around Sunquick during a very cluttered period on social media. People praised the content as being different and new. This positivity trickled down to the bottom funnel where the sampling activity had to stop earlier when the 10K Sunquick samples were redeemed within 20days (planned 45 days of redemption). Sunquick also managed to increase their sales in PandaMart. They recorded a 15% increase in sales (vs RamadanRaya 2022). Finally, this exercise helped the riders to earn an extra income by being paid to do what they lovecreating content. Due to this success, FoodPanda has started a new advertising stream to position their riders as paid influencers.

2023 | |

Sunquick FoodPanda Mixologists – Shaking Food Delivery Industry for a Song

Advertiser: Barkath Co-Ro Manufacturing Sdn Bhd
Brand: Sunquick
Creative Agency: MINDSHARE MALAYSIA
Credits: -

SID_244_A

Objective & Challenge
RamadanRaya is the most crucial period for the Cordial category when consumption typically increases due to Buka Puasa meals and Raya Open Houses. For Sunquick, this was an important period to drive sales. However, Sunquick faced an uphill task because: Challenge from Ribena: Closest contender who is aggressively establishing the same message of being a rich source of Vitamin C. During the RamadanRaya period, Ribena typically spend around RM1m and 100% on digital with 70% on social. Sunquick only had 10% of this budget to be spent on social. Challenge from Beverage brands: RamadanRaya is a busy period for the total beverage category. In 2022, ADEX showed a whopping RM51m in advertising spends with the top 3 brands – Dutch Lady(RM8.7m), MILO(RM5.9m) and F&N(RM2.3m). In 2023, this amount won’t reduce as brands are trying to capture the excitement of a revenge Raya celebration post pandemic. Besides advertising on the usual platforms like social media, TV and digital display, most brands use the Influencer Space as a main platform to engage with the consumers. RamadanRaya records up to 10K pieces of content a month (normal period records <1K per month). 80% of the content is dominated by Food & Beverages players. Challenge: Sunquick was David fighting Goliath (Ribena and other beverage brands) during the most important period for Cordial. While the brand wanted to build engagement by using influencers, they need to find an uncluttered/untapped influencer platform within the constraint of a small budget below RM100K.

Insight & Strategy
It’s given that we had to identify the right influencers who were trending and relevant. However, Sunquick didn’t have the budget to engage celebrities or even the usual Macro influencers with a budget of below RM100K (inclusive of boosting and production). Scouring the social media, we saw a trending phenomenon with DELIVERY RIDERS who were creating engaging content and their followers were growing. This was a group that was very close to the mass community (mainly B40s and M40s) which was the Sunquick target customers. With the delivery service predicted to grow at a rate of 18%* yearly, the number of riders and its importance will also grow in tandem. FoodPanda as the No.1 F&B Delivery in MY with over 15M app downloads and 20K Klang Valley riders. The riders in Pink Jerseys were fast becoming recognizable and many of them had their own social media followers and were creating content for free. These riders are so active (especially on TikTok) that their videos have garnered 524.1m views on #FoodPanda. As Sunquick didn’t have their own TikTok account and would drown amidst the heavily promoted brands, riding on FoodPanda riders would give us more attention and traction. This created an opportunity for Sunquick to leverage on FoodPanda riders to be their influencers. The idea was to get selected riders to talk about the different recipes they can make with Sunquick cordial or how 1 bottle of Sunquick makes 50 glasses of Vit.C richness. In return, the riders would be able to make extra income being an influencer for the RamadanRaya period. This gave birth to Sunquick FoodPanda Mixologists. Closing the sales loop was also important as we leveraged on the momentum. For the first time, we gave out bottle samples and opened up a new sales channel on PandaMart.

Execution
The Sunquick FoodPanda Mixologists came in a group of 14 KOLs. They were given the task to create content to show how they mix Sunquick with other complimentary mixers and how mixing 1 bottle produces 50 cups. They were given a free rein to craft and curate content in their own style. This was important as authenticity was key to engage with their followers. The only rules were that they had to showcase Sunquick which was not an issue as it was integral to the story and wear their FoodPanda pink jersey. The influencers were chosen based on the number of social media followers, engagement rate they had and the kind of content they produced. Their enthusiasm and authenticity were evident through their content – from Abang Goncang shaking his Sunquick in numerous ways to KOLs roping in other riders from Grab and LalaMove in a dance. To create noise on TikTok, we had to flood our content and tag it with #SunquickDiSisi #NikmatDikongsiBersama #FoodPanda. We boosted the best performing content to drive more views. To capture on the traction, we gave out 10K Sunquick samples in Klang Valley on FoodPanda App for customers to try and drove people to purchase the bigger bottle on PandaMart.

Effectiveness
The Sunquick FoodPanda Mixologists was a first of its kind collaboration with FoodPanda as they have never offered their riders as paid influencers. The authenticity of the KOLs was truly evident because the delivered TikTok video views recorded 1.5mil views @ RM0.007 ECPV (engagement cost per view) against the planned RM1 ECPV. This was 142x lower than the industry benchmark for Nano KOLs. It also recorded a high engagement rate at 18.1% which surpassed the industry benchmark of 3%. Beyond that, the KOLs’ postings created positive conversations around Sunquick during a very cluttered period on social media. People praised the content as being different and new. This positivity trickled down to the bottom funnel where the sampling activity had to stop earlier when the 10K Sunquick samples were redeemed within 20days (planned 45 days of redemption). Sunquick also managed to increase their sales in PandaMart. They recorded a 15% increase in sales (vs RamadanRaya 2022). Finally, this exercise helped the riders to earn an extra income by being paid to do what they lovecreating content. Due to this success, FoodPanda has started a new advertising stream to position their riders as paid influencers.

2023 | |

Pizza Hut Cheese Codes

Advertiser: Pizza Hut Malaysia
Brand: Pizza Hut
Creative Agency: CARAT MEDIA SERVICES
Credits: -

Objective & Challenge
The year end is Pizza Hut Malaysia’s Cheesy Poppers Pizza season. This year, it coincided with the 2022 FIFA World Cup, where conventional ad spaces were cluttered with promos from F&B brands and official sponsors. We knew we had to do something different to set ourselves apart from our competitors amidst the overwhelming media frenzy. So, our first challenge was to make Pizza Hut a significant part of the football chatter and establish its relevance while driving sales. Secondly, Pizza Hut is lower indexed among the younger under 30 audience. Our secondary objective was to win the affinity of the younger cohorts. These twin challenges led us to think through in unexpected ways to find an effective creative solution.

Insight & Strategy
To stand out in a cluttered media landscape during the 2022 FIFA World Cup, we asked ourselves: where else can we reach football fans besides the usual media spaces? Our answer: mobile football games. Our data showed that there was an active community of 1.2 million monthly football gamers in Malaysia. This activity increased by 2.8x times during major football tournament season. The younger under 30 audience comprised about 54% of this football gamer cohort. While our competitors relied on traditional advertising methods, we took a different strategic approach to capture more screen time and share of voice of these football gaming enthusiasts with fewer expenses. But we knew that gamers are also selective about who they allow into their territory, so we had to execute our campaign in a nonintrusive way. We found the right partner in Totally Awesome, a youth first digital ad placement and engagement platform, that met our twin requirements of winning the young in the football gaming space. ‘Cheese Codes’ was our creative solution to win gamers in their online playing field. By integrating our unique pizza codes into the Aboards of popular football games, we allowed gamers to play their favorite teams while conveniently ordering and redeeming special offers with just a tap.

Execution
64 World Cup Matches. 32 codes. 25 Days. Enter Cheese Codes, a non disruptive cheeky hack, activated via Totally Awesome’s digital platform, that drove distinctiveness and recall for the brand among football gamers. We created numerous codes by combining pizza toppings with player names MBAPPEPPERONI (Mbappe, France), CRISPIANO (Cristiano Ronaldo, Portugal), MEZZIRELLA (Messi, Argentina), NEYMARINARA (Neymar, Brazil), MODRICHILI (Modric, Croatia) and more. We dropped a relevant code on in game, dynamic A boards whenever a goal was scored by the same player on live TV. Gamers could order special pizza combos with just a tap on the interactive board, without disrupting gameplay. As the World Cup progressed, we concurrently tracked the scheduled dates of live games for quarterfinals, semifinals and finals, and shortlisted codes that would potentially be used for each game. We dropped a code each time a player scored during live broadcasts. Fans could tap on the code displayed on the Aboards in game and be redirected to the Pizza Hut website, where they can then use the codes to redeem pizza combos. We released more Cheese Codes to coincide with every goal scored on TV. By partnering up with popular mobile football games like FIFA, Football Manager, Top Eleven, Football Cup and Football League, we engaged the audience in real time, on match days. These in game cheesy codes were further amplified on Twitter to drive talk ability, using Pizza Hut’s organic tweets as well as 5 paid KOLs throughout the campaign period. Our media, creative & social team war room worked around the clock to churn out creative copies with cheese codes, working concurrently with the respective football game developer team on the backend to drop it live during matches.

Effectiveness
A winning play that boosted positive brand sentiment and reached a new audience with more attention and engagement than traditional media spaces could ever hope to achieve. Cheese Codes proved that the key to winning over a tough crowd is by delivering a memorable and unique experience. The campaign contributed to over 29% of Pizza Hut’s Q4 revenue via sales of Cheesy Poppers Pizza. It also delivered the following results: Impressions: 8.4 Million Reach: 1.1 Million Active Gaming Hours: +100k Hours Unique Site Visits / Sessions: +18%

2023 | |

From War Room to Boardroom

Advertiser: UMW Toyota Motor Sdn Bhd
Brand: Toyota
Creative Agency: SEED INTEGRATED MALAYSIA
Credits: -

Objective & Challenge
Toyota Malaysia has been implementing their always-on performance ad campaigns for the past three years, prior to our involvement in the team. These campaigns have served as a means for the brand to effectively measure and manage key performance indicators (KPIs) across the marketing funnel, particularly from a digital standpoint. As part of this continuous process, it is crucial for us to explore ways to enhance the monitoring, execution, and optimization of decision-making processes that ultimately impact media buys. The question we faced was: How can we improve upon a process that Toyota management is already comfortable and familiar with? To address this, we recognized the importance of taking a step back and examining how we can streamline the time-to-decision and enhance the accuracy of decisions when allocating monthly digital advertising budgets. This approach would ensure that all KPIs are met while maintaining a robust sales pipeline. Our objective was to facilitate faster and more informed decision-making, enabling us to allocate resources effectively and efficiently based on real-time insights and market dynamics. Through this approach, we sought to enhance the overall efficiency and effectiveness of Toyota’s digital advertising strategy, ensuring that every marketing dollar spent delivers maximum impact and contributes to a strong and sustainable sales pipeline.

Insight & Strategy
Managing 160 concurrent campaigns each month to support the sales and order bank of 20 models is a complex and demanding task. The seamless execution of these campaigns requires significant resources and can become labor intensive. Additionally, without automated reporting, it becomes challenging to identify campaign errors, detect market abnormalities, and make timely adjustments to prevent any sales disruptions. In the highly competitive automotive industry, the speed and accuracy of decision-making are crucial for maintaining a competitive edge. To address these challenges, our team took on the task of developing a customized real-time performance dashboard. This dashboard provides a comprehensive visualization of each campaign, enabling us to analyze month-on-month performance by model and media channels. By having access to this holistic view, we can assess the effectiveness and impact of digital spending on daily key performance indicators (KPIs). With real-time data at our fingertips, we can ensure that management decisions are based on the most up-to-date information available, rather than relying on outdated data from the previous month caused by delayed reporting by multiple intermediaries.

Execution
Building a realistic and meaningful dashboard requires careful consideration and a diligent approach. While anyone can create a dashboard using readily available tools online, we took specific steps to ensure the effectiveness and usability of our dashboard. To begin, we developed a beta version of the dashboard. This allowed us to identify necessary upgrades based on real user frustrations and satisfaction. It’s common for clients to expect numerous features, but in reality, they only utilize a small percentage of a dashboard’s capabilities. By focusing on essential features, we avoid wasting resources and overwhelming users with excessive data. After six months of utilizing the beta dashboard, we gained a deeper understanding of Toyota’s daily, weekly, and monthly reporting requirements. We studied the existing Excel reports used by the client’s user team and engineered the dashboard accordingly. By aligning with the discussions and decisions made in the boardroom for each model planning, we extracted the metrics that truly matter. This approach helps clients avoid data paralysis and focus on key insights. Once we streamlined the dashboard, we began monitoring the metrics that have a significant impact. Daily updates on the performance of each car model allowed us to plan marketing activities accordingly. For example, if a model consistently achieves a low cost per lead (CPL) despite fixed variables in our performance strategy, it indicates high market demand, and we can postpone media campaigns. These insights provided Toyota with a more accurate direction for business decisions, reducing unnecessary advertising and promotional budget wastage. Conversely, if a model’s CPL continuously increases despite various performance measures, the business unit team is alerted to plan a sustained campaign to counteract declining awareness. Additionally, our dashboard includes clear month-on-month monitoring to identify the onset of creative fatigue. This proactive approach allows Toyota to refresh its advertising efforts promptly, without waiting for key performance indicators to decline.

Effectiveness
The implementation of our dashboard not only improved process efficiency but also enhanced the effectiveness of Toyota’s business decisions. Here are some key outcomes we achieved: 1. Better Campaign Management and Faster Decision Making: Our dashboard facilitated improved campaign management, allowing for faster decision making. This led to a 217% improvement in overall cost per lead (CPL) and a cost savings of 6.8% (1). 2. Increased Lead Generation: Since the deployment of the dashboard, we delivered a remarkable increase of 220% in leads over the past 12 months. This significant growth in lead generation can be attributed to the optimized campaigns and data-driven decision-making supported by the dashboard. 3. Identifying Efficacy and Issues: The dashboard enabled us to identify the efficacy of tactics applied to each campaign and platform. For instance, when Toyota revamped its website, we quickly detected a significant drop in “Store Locator” clicks the following month. This allowed us to flag the issue promptly, leading to Toyota rectifying the user experience (UX/UI) on their new website. As a result, the click trend was reversed from January onwards. 4. Clear Insights and Efficient Investments: Decision makers now have access to customized reports that provide them with the exact information they need. They can clearly identify the best-performing platforms for various customer touchpoints, such as test drive leads, brochure downloads, and store locator usage for their respective models. This allows for balanced investments across platforms, maximizing efficiency and return on investment (ROI). Overall, our dashboard has significantly improved the speed and accuracy of decision-making processes between the war room and boardroom. It empowers Toyota’s teams to optimize campaigns, address issues proactively and allocate resources strategically to drive better business outcomes. Sources: 1. Toyota Performance Dashboard 2. Toyota internal data