To create awareness about the new flavour Mi Goreng Boba and provide a positive perception on the product.
Strategy and Execution
Our influencer business unit, ITTIFY, engaged a combination of Alpha level KOLs (500k – 1.5mil followers) and micro KOLs (30k to 50k followers) to post content on their Instagram profile to generate interest in the new taste. This was also marketed through customized content delivered in highly engaged articles format across Goody25.com and Oh! Media.