Target Market: Malaysia, Singapore
Duration: 3 Years (Seasonal Retainer)
Key Result: 127.9 Million Total Omnichannel Impressions & 850k+ Clicks
The Takeaway: By deploying premium global brand assets alongside highly localized influencer collaborations, we successfully monopolized digital attention during peak festive seasons to drive targeted offline retail footfall.
The Objective
As New Zealand’s premium chocolate brand, Whittaker’s required a highly aggressive, short-burst digital strategy to dominate market share during the most competitive retail periods of the year: Chinese New Year, Hari Raya, and Christmas. The primary objective of this 3-year seasonal retainer was to manage cross-border social media operations for Malaysia and Singapore, maximize top-of-funnel brand visibility, and drive high-intent foot traffic to local grocery and retail partners.
Our Strategy
We engineered a dual-market, omnichannel blitz designed for maximum seasonal penetration. Acknowledging the high saturation of festive advertising, we moved beyond static corporate messaging to adopt a hybrid content architecture. We produced localized, culturally relevant in-house brand content, heavily supplemented by strategic influencer collaborations (UGC) that positioned Whittaker’s as the premium choice for festive baking and house-visiting gifts.
To bypass organic limitations, we executed a robust digital advertising framework. We deployed highly targeted performance ads and influencer dark posts across Meta, TikTok, and YouTube, ensuring total demographic coverage without disrupting the premium aesthetic of the brand’s core social feeds.
Key Campaign Highlights
- Massive Omnichannel Visibility: Successfully executed three consecutive years of multi-market festive campaigns, generating a combined 127.9 million total impressions across organic and paid channels.
- Algorithm-Breaking Interaction: The strategic integration of product recipes and gifting UGC drove incredible digital participation, securing over 21.4 million total cross-platform engagements.
- High-Intent Retail Traffic: The performance advertising architecture efficiently captured user intent, driving over 850,000 targeted link clicks directing consumers to local retail and grocery distributors.
- Cross-Border Operational Scale: Centralized the social media management and media buying for both Malaysia and Singapore, ensuring flawless campaign deployment and strict brand guardianship for the global headquarters.