About the client
The client is a new entrant in the Malaysian instant noodle market, where established players are strong. It wanted to build awareness, earn trust and sell across online and offline channels. Its success depended on a quality product, a compelling brand story and marketing designed for Malaysia.
The challenge
A new product has to be noticed and trusted in a crowded category, with limited resources. The brand needed to explain what made it different, show people the benefits and stand out from bigger competitors.
Objectives:
- raise brand awareness and visibility, with a strong brand narrative;
- significantly grow online awareness and reach in Malaysia;
- increase sales across several channels: the major online marketplaces and physical stores.
What we did
We built the brand’s online presence and launched the product with a social media-led plan, using organic and paid tactics together on Facebook and Instagram.
- Targeted marketing. Messages were tailored to audience segments by demographics, interests and online behaviour.
- Contests and user-generated content. Interactive contests and user-created competitions gave people a reason to join in and share.
- Promotions and discounts. Targeted offers attracted new customers and encouraged repeat purchases.
- Social advertising. Paid campaigns promoted listings and widened reach.
- Community. Consistent content and engagement built an online community and brand loyalty.
- Reporting. We reported on likes, comments, shares, reach and campaign performance.
Results
Over 12 months:
| Platform | New followers | Impressions | Engagements |
|---|---|---|---|
| 8.1K | 6.2M | 83.4K | |
| 761 | 1.3M | 10.7K |
Results in context
The table covers the 12-month campaign and shows what each platform gained over that period: new followers, impressions and engagements. Facebook carried most of the volume, and Instagram added a smaller audience.
The client was a new entrant in a category with strong established players, so the figures are growth from a standing start, not a comparison with an earlier campaign. For a new brand, impressions show how often people saw it, and engagements, such as likes, comments and shares, show whether they responded. Followers show how many chose to keep seeing it.
Sales growth across online marketplaces and physical stores was one of the objectives, but the source gives no sales figures. We therefore do not claim a sales result, and the numbers above measure awareness and community building only.
Key takeaways
- A new brand can compete with bigger names by building a community around a clear story.
- Contests and user-generated content create reach that paid ads alone do not.
- Facebook carried most of the volume in this campaign, while Instagram added a smaller, engaged audience.
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