Case Study: JIF's Influencer Marketing Campaign

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This case study walks through SushiVid's month-long Instagram campaign for JIF crunchy peanut butter in Malaysia. You will learn the campaign concept, what SushiVid handled, how the carousel and Reels content was structured, and how the two formats performed differently.

The brief: smooth or crunchy?

Are you smooth or are you crunchy? For this campaign, JIF wanted to focus on its crunchy peanut butter. It became a team favourite at SushiVid, because it showed how much you can do with just peanut butter.

The concept: local recipes made easier

During the MCO (Movement Control Order) period, many people picked up a new skill, and cooking was one of the most popular. SushiVid used this moment to show the target audience how to use JIF crunchy peanut butter to recreate local recipes. Think rojak sauce, but made with peanut butter instead of frying peanuts from scratch.

Execution and KOL selection

SushiVid handled the full campaign:

• Recipe curation
• The PR kit
• KOL (influencer) selection
• Delivery, shipping and logistics

The campaign ran for one month and featured 1 macro influencer and a few micro influencers. Because the creators were mainly people who cook and bake, not all of them were strong video makers, and that was fine. The campaign mixed Instagram Reels and Instagram Carousel photo posts. The carousel was chosen because it lets a creator upload more photos to show the cooking process step by step.

Sample storyline: Instagram Carousel post

The macro influencer, Wana Kamal, made Apam Balik with peanut butter as a carousel post:

1. First image: the finished apam balik next to the JIF peanut butter jar.
2. Next image: all the ingredients laid out. The detailed instructions were written in the caption.
3. Final image: the JIF PR kit SushiVid created, with the promotion mentioned in the caption.

Sample storyline: Instagram Reels

Creators also made Reels. One example is from Jialewoh (jialewoh_cookingversion), a Chinese foodie influencer who speaks fluent Malay. His recipe was Peanutty Chicken, a name he came up with himself.

1. He opens by telling his audience they can make the recipe in 5 minutes.
2. He cuts the chicken and leaves it to marinate.
3. He makes the sauce.
4. He puts the chicken and sauce together on top of rice.
5. Et voilà: Peanutty Chicken made with JIF crunchy peanut butter.

Results: carousels drive actions, Reels drive views

The two formats behaved differently. Instagram Carousels get more actions, because people have to swipe to see the next image. Instagram Reels get more views but little engagement, because people rarely stop to like a video.

Wana Kamal's 150 saves in a week stand out most. It shows people saved the recipe so they could make it later.

Other Reels from the campaign came from jialewoh_cookingversion, _ansonng_ and kampungboycitygal.

Key learnings

• Tie the product to a real moment. Home cooking during MCO gave the campaign a natural reason to exist.
• Pick creators for their craft, not only their video skills. Cooks and bakers who are weaker on video can still shine with a carousel.
• Use carousels for recipes and step-by-step content. They earn actions and saves.
• Use Reels for reach. Expect high views but fewer likes.
• Saves are a strong signal for recipe content, because they show intent to try the product later.

For SushiVid, the campaign was an eye-opener that shaped how it creates content for brands.

Plan a food or FMCG influencer campaign

SushiVid runs managed influencer campaigns end to end, from recipe and concept to PR kits, creator selection and logistics. See influencer marketing for brands or browse more SushiVid case studies.

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