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.
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.
lift in ad recall among 35– to 40-year-olds
lift in likeliness to recommend
lift in ad recall among women
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.
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