To promoteSecret Recipe’s SR-Haeyo Korean-inspired menu, our team created a dynamic and engaginglaunch campaign that captured the attention of food lovers across Malaysia. By tapping into themukbang trend, we developedteaser ads and15- and 30-second video content designed to generate buzz during the launch month. The campaign was strategically distributed across social media platforms to reach Secret Recipe’s target audience, resulting in strong engagement and positive reception.
Watch the campaign video:
Objective
- Introduce theSR-Haeyo Korean-inspired menu to Secret Recipe’s audience
- Generateonline buzz and engagement using creative video content
- Connect withKorean food enthusiasts and social media-savvy customers
- Boostbrand visibility and drive potential store visits
Challenge
- Standing out in a competitive food market where Korean cuisine trends are highly popular
- Engaging a diverse target audience across different social media platforms
- Creating shareable content that resonates with mukbang fans and casual diners alike
- Optimizing short-form video content to maximize views and engagement within limited attention spans
Our Approach
Our team implemented amulti-pronged digital marketing strategy to address these challenges:
- Trend-Inspired Content: Leveraged themukbang trend to craft relatable and engaging teaser ads
- Short-Form Video Production: Produced high-quality15- and 30-second videos tailored for social media engagement
- Platform-Specific Distribution: Strategically released content across social media channels to reach awide audience of Korean food enthusiasts
- Continuous Monitoring & Optimization: Monitored engagement metrics and adjusted creative content to maintain strong audience interaction throughout the campaign
The campaign successfully introducedSR-Haeyo to the market, creating excitement and strong engagement while strengtheningSecret Recipe’s brand visibility among target customers.
