LA CREMERIA

The ice cream brand collaborated with several Malay celebrities to produce entertaining Instagram branded content ads to boost brand awareness, reaching a 4.5-point lift in likeliness to recommend.

THE STORY
Fun, trendy and delicious

One of the biggest ice cream brands in Malaysia, LA CREMERIA is positioned as fun, unique and adventurous. The well-known brand embodies this by always seeking new ways to interact and engage with its audience.

5.5 million

people reached

5.6-point

lift in ad recall among 35– to 40-year-olds

4.5-point

lift in likeliness to recommend

4.5-point

lift in ad recall among women

“As a fun-loving and trendy brand, strong meaningful content with high entertainment value is at the forefront of our plans and we are always looking for opportunities to bring unique ideas to life. The collaboration with celebrities and content creators allows us to tell great stories of the product and brand to reach a highly engaged audience.
KENNETH NG, SENIOR BRAND MANAGER, NESTLÉ ICE CREAM
THE GOAL
Delivering meaningful content

The brand has always collaborated with popular TV celebrities in Malaysia to develop meaningful content to entertain consumers while promoting its products. The brand wanted to explore exciting new ways to generate greater brand and product awareness and reach its target audience.

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THE SOLUTION
Bringing fame to ice cream

LA CREMERIA collaborated with popular Malay actors, such as Sean Lee, Janna Nick and Nadzmi Adhwa, for a branded content campaign on Instagram. The actors created videos that resembled scenes from their TV shows all while enjoying the ice cream. They posted the videos to their personal Instagram profiles and then, using branded content ads, LA CREMERIA boosted these posts on its own Instagram account. The posts were clearly marked as “Paid partnership with nestleicecream.my,” which allowed the brand to reach the followers of these celebrities through its own ads.

The brand worked closely with the media agency Zenith, which assisted in executing the campaign and measuring the results. The campaign was broadly targeted to Malaysians aged 18–40 who had an interest in ice cream. To identify the best-performing posts, the brand used campaign budget optimization, and to reach its target audience several times over the campaign period, it used reach and frequency targeting.

LA CREMERIA’s partnership with the Malay celebrities on Instagram successfully reached a wide audience, and brought the following results throughout December 2019:

  • 5.5 million people reached

  • 5.6-point lift in ad recall among 35- to 40-year-olds

  • 4.5-point lift in likeliness to recommend

  • 4.5-point lift in ad recall among women

  • 2.9-point lift in purchase intent among 25- to 34-year-olds

With this campaign, we wanted to leverage the idea of popular Malay TV dramas to create fresh, engaging videos that resonate with fans. Through branded content ads, we were able to precisely and efficiently reach out to the people who would enjoy the content.
LEONG PUI WUAN, PLANNING MANAGER, ZENITH MEDIA