INTRODUCING EXCITING NEW INSTANT NOODLE BRAND TO THE MARKET AND CONSUMERS
SOCIAL MEDIA STRATEGY BUILD
As an Indonesian-made export quality instant noodles, Best Wok is a great challenge for us to take. With Indonesians having their own strong hold of favourite instant noodles, encouraging the audience to try something new in this line of products is no easy task. Furthermore, in the beginning, Best Wok was only available at online marketplace. Our strategy targeted the young generation seeking antimainstream choices, bold in their opinions, as we believe the quality and taste of Best Wok will not disappoint them. Initial objective was undoubtedly brand awareness, and we set on to build the strategy based on thorough research and future funnels.
ABOUT CASE
Playful, unabashedly honest, with a hint of cheekiness. These fun ‘traits’ of Best Wok social media has made it such a fun project for us to manage. Directed for millennials and gen Z who we know are very opinionated and open to new ideas, marketing to these generations is definitely a whole new game compared to the previous generations. Based on the developed strategy, we have been delivering the brand message in various forms of contents in Facebook, Instagram, Twitter, Youtube and TikTok.
DIGITAL ADS STRATEGY
As a fairly new brand in Indonesia, Best Wok product availability wasn’t evenly spread in the beginning. This initial problem calls for targeted social media ad placement to reach the right audience in where the products are available. Handling their advertisement in Facebook, Instagram, Youtube and TikTok, we made sure we know the behaviour of their social media audience and their existing customer profiles by conducting a research beforehand.
DIGITAL ADS MANAGEMENT
Between 2020 to early 2023, Best Wok social media saw the growth of 98% in reach and 37% in impressions compared to the first year we manage their social media ads placement. Basing the budget allocation from the strategy, A/B testing to make sure the best version of ads delivered to the right audience, and daily monitoring to prevent ineffective campaigns to continue, we have managed to effectively run their ads and combine it with organic content, reaching the number of engagement rate at 11% as of February 2023.
INFLUENCER/ KOL MANAGEMENT
The very main goal of the whole social media presence of Best Wok is to encourage people to give the product a try. Though it’s a common goal for many brands, seeing at their stand between their own competitors, it really was not an easy task. Thus, influencers and KOL partnership is the best way to start conversations that are outside of the brand’s own platforms. This results in organic User Generated Content (UGC) made by other influencers and KOLs as the brand began to be noticed, such as being the winner of Tasyi Athasia’s mi goreng instan battle which were known to be her honest and non-paid reviews segment.
E-COMMERCE ADS
Seen as an exciting product and sought-after, many has turn to marketplaces to get their hands on Best Wok. While the social media efforts has been to rise the awareness of the brand, the e-commerce ads is where the purchase actions are going on. Our e-commerce ads includes Tokopedia Ads, Shopee Ads and TikTok ads. The placement saw a growth of 100 % in Shopee and 57 % in Tokopedia.
