In this case study, we explore how the brand–through help of iWISERS–revitalised its social media strategy to reconnect with Malaysian consumers, especially those who are more active online to realign their daily choices–including their regular grocery shopping.

The Challenge

A well-known Malaysian brand since the 1930s, Sunshine Bakeries had lost traction in recent years. To reclaim its place in the FMCG market alongside industry giants like Massimo and Gardenia, Sunshine Bakeries partnered with iWISERS to revitalise its social media presence and reconnect with Malaysians.

The Solution

Sunshine Bakeries stands out in the Malaysian market because it refuses to compete in the traditional “everyday staple bread” category, a space already dominated by established household brands. Instead of positioning itself as the bread you buy out of habit, Sunshine Bakeries goes against the flow by building its identity around curiosity, novelty, and excitement.

The Methodology

For this campaign rollout, Sunshine Bakeries and iWISERS embarked on the following guiding principles:

1. A Brand Built on Constant Innovation

Most bread brands focus on consistency and familiarity from the same loaves, the same taste, the same role as a daily essential. Sunshine, however, takes the opposite approach:

• They regularly introduce new, unexpected flavours.
• Their products often feel seasonal, experimental, or surprising.
• Each launch becomes an event, not just another loaf on the shelf.

This strategy shifts the brand perception from basic pantry items to something fun to discover.

2. Curiosity as a Differentiator

By leaning into novelty, Sunshine Bakeries taps into:

• Impulse buying (“Ooh, what’s this new flavour?”)
• Conversation value (“Have you tried the latest Sunshine Bakeries bread?”)
• Shareability on digital platforms

This makes the brand more than just food; it becomes a small experience.

3. Social Media Strategy That Reflects the Brand’s Spirit

Sunshine Bakeries’ social media presence is built around the same premise:

• Always something new to offer.
• Their content strategy highlights:
• Teasers and hints about upcoming flavours
• Colourful visuals that spark curiosity
• Playful campaigns encouraging users to try, guess, or vote for new flavours
• Limited-time products that create urgency and excitement
• Fan-driven interactions (“Which flavour should we create next?”)

Instead of pushing the standard “freshness” or “wholesome family” messaging common in bread ads, Sunshine Bakeries positions itself as a fun, dynamic, and ever-changing brand perfectly matching the behaviour of younger, social-media-active consumers.

This approach allows Sunshine Bakeries to stand out on shelves crowded with similar staple bread brands by offering products that feel fresh and unexpected. Its constant stream of new flavours naturally attracts younger consumers who value novelty and enjoy trying something different. 

By frequently updating its offerings, the brand stays top-of-mind and maintains a sense of excitement around each new release. Ultimately, Sunshine Bakeries builds a unique identity grounded not in tradition or familiarity, but in continuous innovation and the promise of something new.

The Result

Following this social media rollout, Sunshine Bakeries achieved the following:

• Executed 5 successful product launch campaigns that went viral and sparked demand.
  • Hokkaido Milk Bread
  • SHOKUPAN GOLD Brioche Butter Loaf
  • Hokkaido Milk Cream Rolls
  • SHOKUPAN GOLD Purple Sweet Potato Loaf 
  • Durian Musang King Cream Roll  
• Engaged in notable influencer and third-party collaborations.
• Achieved a 62% growth in Facebook followers and 67% on Instagram in just one year.
• Delivered high engagement and participation through brand contests with an average of 2.5K engagements for all 2025 contest postings.

The post Reclaiming place in Malaysia’s F&B space: How Sunshine Bakeries revitalised its social media strategy to reconnect with Malaysians appeared first on MARKETECH APAC.

In our latest Agency Leadership Decoded series, she highlights that what should remain constant as well is the importance of staying deeply human, which is to listen, empathise, and interpret beyond the data.

“At iWISERS, I strive to foster a culture that values challenging the status quo. That is one of the visions behind our company values of being a rebel with a cause, where being a chain breaker drives exploration and continuous learning. I believe that true innovation comes from the willingness to question, adapt, and evolve, rather than adhering to rigid formulas for success,” she explained.

Meanwhile, she also highlighted that empowerment anchors us and it ensures that every decision we make is guided by purpose and principle, even in moments of uncertainty. For her, purpose and principle are the values that create a powerful balance: one fuels discovery, the other provides direction.

“Ultimately, my leadership philosophy is simple, when you truly understand people, their motivations, and the emotions behind their choices, you gain the clarity to navigate any disruption with empathy, purpose, and confidence. That human understanding is what continues to guide how I lead iWISERS through an ever-changing digital world,” she added.

Decoding trends, not chasing them

It is worth noting that unlike traditional agencies, iWISERS best describes themselves as a ‘social intelligence and digital consultancy’. And for Shakthi, it takes a consultative mindset, not an agency one, to uphold that distinction. 

“At iWISERS, our mission goes beyond providing intelligence, producing content or executing campaigns. Where we exist to help brands make sense of the digital world. I constantly remind my team that our value lies beyond chasing the latest trends, but in decoding them,” she stated.

This in turn, she adds, is to take what they observe online and interpret it into meaningful insights that inform smarter business decisions. Moreover, this also requires a culture built on critical thinking and curiosity.

“We don’t create for the sake of visibility; we question, analyse, and interpret before we act. Every idea, strategy, and recommendation begins with understanding. From audiences, data, and the human behaviors behind them,” she added.

Shakthi also added how as a leader, she also emphasises partnership over service. 

“Our clients don’t just seek execution; they look to us for perspective, clarity, and foresight,” she stated, adding that their being a co-founder of the Strategic Asia Marketing Alliance (SAMA) helped them to create a shake-up in the industry, and approaching every collaboration as co-thinkers.

“We position ourselves as trusted advisors who bring both analytical depth and creative intuition to the table rather than a master and agency relationship,” she said.

Shakthi added, “Ultimately, maintaining this position requires a leadership approach that balances strategic intellect with empathy where we guide teams to deliver great deliverables and focus on the bigger picture: helping businesses connect meaningfully with the people they serve in a hyperlocal manner.”

The trifecta of qualities at iWISERS’ leadership board

When asked about the characteristics that help build iWISERS’ leadership board, Shakthi highlighted that there should be a balance of these three: intellectual curiosity, emotional intelligence, and a dauntless essence.

“These qualities define leaders who can thrive in an agency built on insight and interpretation rather than mere execution,” she noted.

For intellectual curiosity, she explained that their business depends on the ability to ask the right questions and not just to find answers, but to uncover what others might overlook.

“I look for leaders who are not content with surface-level understanding, but who constantly explore the “why” behind every data point, trend, or human behaviour,” she said.

Emotional intelligence is equally vital, too, as she further explained, “Social intelligence, at its heart, is about people. To interpret conversations, sentiments, and behaviours meaningfully, our leaders must be able to empathise, to sense tone and context, and to bridge data with human insight. It’s what allows us to turn numbers into narratives that resonate.”

Lastly, when it comes to dauntless essence, she stated, “The courage to challenge assumptions, to question established norms, and sometimes, to push back even on a client’s perspective when it means getting closer to the truth. In a field that evolves as fast as ours, courage ensures integrity and it keeps us focused on insight, not convenience.”

Ultimately, Shakthi believes that great leaders understand that their legacy lies in mentorship. For her, leadership at iWISERS isn’t about hierarchy; it’s about growth.

“The best leaders build other leaders as they nurture curiosity, guide critical thinking, and create space for others to rise. That’s how we sustain a culture of learning, integrity, and forward thinking and these are the very qualities that define us as an agency,” she noted.

Championing a culture of foresight-led thinking

In order to evolve to client expectations, Shakthi highlighted that they shifted their at iWISERS from simply asking, “What are people saying?” to exploring, “What does this mean for the future?”

“In a fast-moving digital landscape, data alone isn’t enough. Value comes from interpreting information through the lens of foresight, cultural context, and human behaviour,” she said.

She also encourages the team to think beyond dashboards, connecting insights to culture, consumer behaviour, and brand opportunity. 

“As a multi-cultural country, there are many nuances within our marketing landscape and these at least for now can only be achieved by what we do best which is the ability to adapt and hyperlocalise our strategy, contents and gathering of data,” Shakthi explained.

By investing in local expertise and continuous training, she says that they ensure that their insights remain contextually relevant and actionable, not just descriptive.

“Above all, we champion a culture of foresight-led thinking. Clients don’t just want reports; they want clarity on what’s coming next. By anticipating change instead of reacting to it, iWISERS delivers the strategic intelligence that helps brands navigate complexity with confidence and purpose,” she explained.

Defining what’s next for iWISERS

As a social intelligence consultancy, Shakthi highlighted how its next evolution in Asia-Pacific will be defined by hyperlocal truth. 

“One-size-fits-all insights are no longer sufficient, as language, humour, and cultural nuances can vary dramatically from one neighbourhood to the next, let alone across the region. Brands that rely solely on broad metrics risk missing the subtleties that shape meaningful engagement and consumer behaviour,” she noted.

In response to this evolution, she said that at iWISERS, they are preparing to lead this transformation by combining human-verified data with AI-assisted cultural analysis, ensuring that their insights are both accurate and contextually relevant.

“We are also investing in regionally diverse teams, fluent not only in local languages but also in the cultural rhythms that define each market. This allows us to interpret trends with the depth and nuance that today’s social intelligence demands. To lead in this space, it’s not enough to understand APAC from a distance but to live it, experience it, and interpret it in real time,” she explained.

Envisioning what’s next for iWISERS in the next five years, Shakthi said she wants it to be synonymous with clarity in complexity.

“In a world overflowing with data and digital noise, our goal is to help brands truly understand people and not just what they click, share, or engage with, but what they value, care about, and aspire to,” she stated.

Beyond their work with clients, she also envisions iWISERS being recognised for shaping the next generation of industry thinkers, leaders who can combine data, empathy, and strategic foresight to uncover the stories behind the numbers. 

“It’s not enough to simply provide answers; we aim to cultivate a mindset that values curiosity, human understanding, and foresight, and to inspire others to do the same. Ultimately, I see our legacy not merely as that of a successful agency, but as a movement in insight-driven leadership,” she concluded.

The post Agency Leadership Decoded: Dr. Shakthi DC on championing a culture of foresight-led thinking at iWISERS appeared first on MARKETECH APAC.