South Korea’s main dairy firm Maeil Diaries has appointed Kingdom Digital as the social media company for its ready-to-drink (RTD) espresso model, My Café Latte throughout Singapore and Malaysia.
The company shall be overseeing the social media technique, ideation, content material and artistic growth, media technique in addition to neighborhood administration for My Café Latte’s Facebook and Instagram pages. The appointment comes as the model seems to be to execute extra social-led digital campaigns on a month-to-month bases to garner larger model consciousness in the native markets. It additionally goals to create a constant presence throughout its social media channels.
Lia Yang, marketing supervisor of Maeil Dairies defined that whereas My Café Latte has had a presence in each Singapore and Malaysia, it nonetheless is just not extensively recognized. The model has largely banked on the social channels of its distributor companions akin to FamilyMart or 7-Eleven to have the model featured on their pages. These postings have been restricted, they usually have been primarily promotional primarily based. Yang stated:
We realised a disconnect in our past marketing efforts as there wasn’t an area social media account or web site that the native prospects can go to, in the event that they have been eager to discover out extra about My Café Latte.
Yang added that one of the simpler methods to induce trials for the model is thru sampling. However, the pandemic and motion curbs have made it troublesome for the model to conduct on-ground activation.
“As our prospects are more and more lively on social and digital platforms, we knew it’s essential to set up a stronger on-line presence. Hence, we’re excited to work with Kingdom Digital as their concepts and method stood out from the different businesses,” added Yang.
Mior Anwar, strategic planner of Kingdom Digital, expressed that the company goals to construct model resonance by positioning My Café Latte as the enabler of self-expression; that latte is not only for consumption in the morning, however one that’s excellent for the on a regular basis second.
“We need to painting My Café Latte as the go-to confidence and inspiration booster that spurs customers to pursue what they imagine in, irrespective of how area of interest or loopy the thought, passion, or curiosity could seem,” stated Anwar. Kingdom Digital will even be working in direction of serving to the model develop an emotional reference to customers by encouraging them to discover the braveness and motivation to specific themselves freely by means of music, dance, artwork, or every other kind, making a neighborhood of fans of their fields.
“This idea shall be translated into social content material and themed campaigns for the model in the upcoming months,” added Anwar.
Some of Kingdom Digital’s different shoppers embody Spritzer Malaysia, MAKEHEAL, and Sunway City KL.
