Doubled KPIs and Captivated Mass Malay Consumers
with Social Media Ingenuity
Anchor Food Professionals (AFP) faced a challenge common among B2B brands – while they provided expert dairy products to eateries across Malaysia, they lacked a direct connection with end consumers. The goal was clear: to bridge this gap and showcase AFP’s pivotal role in crafting delicious dishes and beverages enjoyed by customers.
To connect directly with consumers, AFP launched “Anchor Foodie,” an Instagram page dedicated to spotlighting culinary creations made with Anchor dairy products.
Our strategy to tap into the B2C marketing realm was to leverage Anchor Food Professionals’ extensive network of customers to amplify Anchor’s presence in the consumer space. Through strategic partnerships and engaging content, our goal was to associate Anchor with these beloved F&B establishments, subsequently cultivating a sense of trust and familiarity among consumers, particularly millennials and the mass Malay audience.
Anchor Foodie’s established influence saw a significant increase in key performance indicators (KPIs):
- Reach: Targeted 5 million, achieved over 10 million.
- Engagements: Targeted 1.2 million, achieved over 2.8 million.
Not only did we sustain consistent engagements, we also expanded our audience demographic, with ages 25-34 now comprising 37.6% of our total follower base.
We cultivated a dynamic community of food enthusiasts, evidenced by thousands of shares, comments, and user-generated content. This lively engagement reflects the depth of our community’s involvement and connection.
Beyond KPIs and marketing metrics, it was immensely gratifying to regularly receive messages from our audience, who expressed eagerness for more food and restaurant reviews as well as vendors and brands across Malaysia, who expressed their interest to be featured on our platform.
This campaign recently won the GOLD Award for Most Effective Use: Social Media at A+M’s MARKies 2024.
