Category: Fast Food Chain
The campaign ran for one month from January to February 2023 with the objective to create awareness of CNY’s promotion (Egg-stra Ong Lagi Power) which launched for the third time during CNY. The aim was to attract and retain new customers, and to achieve this, a variety of influencers were featured. Our concept involved partnering with pairs of KOLs who enjoyed Marrybrown's Egg-Stra Ong Salted Egg food range. They shared their experience and reviewed the food on their own social media platforms such as TikTok and Instagram.
In the past, Marrybrown contents were largely IG photos and this is largely due to their strategy of using more KOLs but compromised on content quality. We engaged with 4 different types of KOLs, which included 1x Micro, 4x Mid-Tier, 1x Macro, and 3x Alpha to create IG Reels instead. This round, there was significantly less contents but the reach and engagement was way higher.
average engagement rate
 5.68%