Knorr Malaysia

Campaign Brief

The objective of the Knorr Malaysia Ramadan campaign was to advertise the use of Knorr Pasti Sedap and Knorr Chicken Powder amongst Malaysian chefs - highlighting specifically on its aroma and great taste achieved using these key ingredients. The target audience for this campaign included renowned Malaysian chefs who owned their own restaurants, or uprising social media chefs who have gained immense traction from sharing their own recipes online.

Strategy

The creative approach used for this campaign was to recruit only chef content creators who were able to incorporate the Knorr Pasti Sedap and Knorr Chicken Stock in their Ramadan-themed cooking. The KOLs were given the creative freedom to cook any dish of their choice, with stronger emphasis on how the Knorr products were excellent for restaurant cooking and even food vendors in preparation for Ramadan bazaars.

Instagram Micro-Influencers & High-Tier TikTokers Engaged

Mixture of Instagram Reels, Instagram Photos & TikTok Videos

Performance Analysis

Reach

Likes

Comments

Saves

Link Clicks

1,786,399

99,771

1,877

4,949

27,092

2,729

Engagement Rate

11.07%

Knorr Malaysia

Campaign Brief

Strategy

Performance Analysis

Industry Benchmark at 2.9%