Doubled KPIs and Captivated Mass Malay Consumers
with Social Media Ingenuity
In early 2023, Anchor Food Professionals (AFP) aimed to bridge the gap between B2B and B2C marketing. While AFP had a strong presence in supplying high-quality dairy products to restaurants and food services across Malaysia, they lacked direct consumer engagement. Anchor Foodie, the consumer-facing side of the business, needed to elevate the brand’s presence beyond industry professionals and build relationships with Malaysian consumers, particularly in the millennial demographic.
The solution was clear: AFP launched Anchor Foodie, a social media platform on Instagram. This initiative was designed to showcase how Anchor dairy products are used in everyday food creations and promote the versatility of their range to everyday consumers.
We strategically focused on:
Social Media Engagement: By leveraging Anchor Food Professionals’ relationships with local eateries, we brought the brand to life by sharing authentic culinary creations made with Anchor dairy products.
Building Trust & Familiarity: Our approach was to introduce Anchor’s role in crafting delicious dishes, elevating its presence in the consumer market. Through compelling visuals and consumer-driven content, we made the brand feel more accessible to Malaysian households.
Community Engagement: We aimed to engage the millennial and mass Malay audience by creating content that resonated with their lifestyle and eating habits. User-generated content was encouraged, fostering a community around the Anchor Foodie brand.
The Anchor Foodie campaign resulted in an impressive performance across several KPIs:
Reach: Targeted 5 million, achieved 10 million—more than doubling the original target.
Engagement: Targeted 1.2 million, achieved 2.8 million—again surpassing goals.
Audience Growth: We reached a highly engaged audience, with 37.6% of our followers aged between 25-34, the key demographic we aimed to attract.
Brand Affinity: Anchor Foodie’s strong brand connection with consumers generated significant conversations around food, restaurants, and Anchor dairy. This translated into a higher volume of user-generated content and growing engagement.
Award Recognition: The campaign’s success was recognized with the Gold Award for Most Effective Use: Social Media at A+M’s MARKies 2024.
Our ability to connect B2B with B2C drove brand visibility, increased consumer engagement, and reinforced Anchor as a household name in Malaysia. The content strategy continues to build a community that loves, shares, and promotes Anchor’s products.
