The Brief
Chek Hup, the heritage Ipoh white coffee name, wanted a high‑frequency, high‑volume presence for its Coffee Brown instant coffee during the Raya open‑house season — a window when both coffee consumption and hosting spike, as families welcome a steady stream of guests. The goal was presence at scale: to be the coffee people saw, and served, throughout the festive hosting period.
The Approach
The strategy prioritised ubiquity over polish. SushiVid mobilised 51 influencers to post Instagram Stories featuring Coffee Brown, flooding feeds with a steady, casual presence during the peak open‑house window. Stories suited the goal perfectly — quick, everyday, in‑the‑moment content that mirrors how coffee actually shows up at a Raya gathering, rather than a polished ad.
The Execution
Fifty‑one creators posting Stories created the sense that Coffee Brown was simply everywhere over Raya — part of the hosting routine, casually present in feed after feed. Volume and frequency did the work: the more often the brand appeared in the natural flow of festive content, the more it felt like a default part of the season.
The Results
The Stories‑led approach delivered 35,117 in reach and 40,829 views, giving Coffee Brown a broad, high‑frequency presence right through the peak Raya hosting window.
The Takeaway
For an everyday product at a high‑consumption moment, presence beats production value. A flood of casual, in‑the‑moment Stories made an instant coffee feel like a natural part of Raya hosting. The lesson: match the content's texture to how the product is really used — casual, frequent, everywhere — and let ubiquity, not polish, carry the season.