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Marketing Featured Southeast Asia

Reprise snitches SG’s GovTech social content mandate

Singapore – The Government Technology Agency of Singapore (GovTech), which operates under the premise of delivering the government’s digital services to the public, has recently appointed Reprise, the global performance marketing network under global advertising company IPG, to be its social content agency, effective immediately.

Reprise, known for its full suite offering of crafts designed to deliver customer flow, will lead the strategic social content development for GovTech across their digital platforms. 

“At Reprise we are focused on providing a holistic Flow throughout the entire digital customer experience. We are beyond proud to partner with GovTech, an innovative and transformative brand that focuses on building effective solutions for both citizens and businesses across Singapore” said Karen Soo, head of Reprise Singapore.

Reprise has been active in various appointment and brand campaigns in the region. Just recently, in celebration of the upcoming Merdeka or the Malaysian Independence Day, they have worked with chocolate drink brand MILO for a new campaign. In addition, Reprise has also worked with Ford in Malaysia for a new video campaign about ‘seeking the outdoors’ soon.

All of these activities come after Reprise has also recently appointed Pippa Berlocher as the new APAC president at Reprise.

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Marketing Featured APAC

Online shopping, promotions and convenience: the trinity of the modern APAC shopping experience

Singapore – The shift in shopping behavior among Asia-Pacific (APAC) consumers has been fixed in three factors: preference to online shopping, frequency of promotions, as well as convenience, new research from Reprise shows.

According to their report, regular ‘a few times a month’ online shoppers are now outpacing their offline counterparts by 42% vs 31%. Those who shop online ‘once every few months’ leapfrog offline shoppers by 66%. 

Meanwhile, promotions and sales are the best way to engage SEA markets, as 61% wait to shop online during the big sales days, vs the 39% ‘anytime’ shoppers. 

Lastly, convenience is the e-commerce ‘trump card’, with the reasonings of being ‘time-saving’ and ‘finding best prices’ are perceived as the two biggest advantages by 76% and 65% of online shoppers. 

“We have seen unprecedented growth in e-commerce in the last 12 months. Many markets in APAC have leapfrogged as much as 5 times, already meeting projections for 2025. This e-commerce acceleration is partly led by platforms that have fast-forwarded their interface roadmaps and advanced their technology. This, along with audience targeting via in-platform ads have played a significant role,” said Ritika Gupta, e-commerce director at Reprise APAC.

Despite pandemic restrictions, consumers’ desire to look and feel good weren’t dampened; as the top 3 most shopped categories online in APAC over the last six months were; clothing and apparel (67%), health and beauty (47%), and consumer electronics (40%). 

However, the shipping fee is the biggest ‘turn-off’ for shoppers. The top 3 perceived barriers to online shopping are ‘shipping fee’ (57%), ‘shipping time’ (55%), and the inability to ‘touch and feel’ products before purchasing (48%). Hence, good reviews go a long way, as the top 3 shopper motivators when purchasing online are ‘good reviews’, ‘promotion/sale,’ and ‘good star ratings’ as voted by 60%, 54% and 50% of online shoppers respectively. 

In terms of advertising relation to e-commerce, online ads are the key driver to engage new buyers. 1 in 2 online shoppers look to online ads for discovering new brands and products when purchasing online. In addition, social media is king, as it is now the top point of research for 42% of APAC shoppers.

“As e-commerce continues to blur the lines between international borders, it’s now more imperative than ever for brands to tailor their marketing strategy to the locality of the region and markets that it serves. It is time to re-think e-commerce as a one-stop-shop, an e-business and a data haven. And perhaps time to re-evaluate the function and value of brick and mortar retail as an experiential step in the e-commerce path to purchase,” the report stated.

The e-commerce economy in Southeast Asia: growth and challenges

Starting off with Indonesia, with being a promising e-commerce market in APAC with a very cluttered landscape encompassing several local and global players; marketplaces are the main online shopping destination for Indonesians. 73% of online shoppers prefer marketplaces to brands’ websites for making online purchases. Despite having tremendous competition, certain marketplaces have stood out as the preferred shopping destinations for Indonesians. Currently, the international marketplace, Shopee, shows the most success in terms of product discovery as 86% of online shoppers engage with a new brand on that platform, followed by 71% on Tokopedia.

Meanwhile, shoppers in Thailand began spending more time on social media platforms, making the country the only market in SEA where 62% of online shoppers prefer to research brands and products on social media. Millennials seek the convenience of returns when shopping online. However, across generations it is the cheaper prices found online that drive shoppers in Thailand to participate in e-commerce.

In Malaysia, product information is emphasized by 46% of online shoppers for making a purchase decision. Optimizing product content on marketplaces has become critical for brands to stand out in the cluttered environment. In addition, Every 1 in 2 Malaysians do their product research online using social media platforms and almost 40% of the online shoppers also refer to online search portals for the same. Shopee deems to be a clear winner in terms of marketplace platform of choice, 92% of online shoppers have used Shopee to discover new brands in last 12 months.

Coming to the Singaporean market, Singaporeans not only shop locally but are avid international shoppers, making convenience the primary purchase trigger for 73% of online shoppers. They are also very price-oriented with 63% of Singaporean shoppers choosing to buy online to access better promotions and discounts. 

The report notes as well that one peculiarity among Singapore shoppers is that 52% access brand websites to gather more information before making a purchase decision. This is almost 50% higher than other markets in SEA. With new restrictions coming in every few weeks, it is understandable that the best performing categories are groceries, restaurant and food delivery services in addition to work from home-focused products including monitors, webcams, and even home office furniture.

In terms of the Vietnamese market, 41% of shoppers in Vietnam shop online a few times a week, compared to 36% who buy online a few times a month. Vietnamese online shoppers spend a large amount of time on the internet, when it comes to researching about new brands or products, 65% shoppers rely on social media and 45% refer to brand websites.

Lastly, the Philippines is one market that has not kept up with the e-commerce growth momentum compared to neighboring countries in SEA. Poor internet connectivity, largely unbanked population and its unique geography all lead to a slower e-commerce growth. Filipinos are less brand loyal and highly price sensitive. Two out of three Philippine shoppers will try new brands they find online, and 57% online shoppers also wait for products to go on promotion or discount before hitting the payment button. 

“The growth we’ve seen from e-commerce in the last 12 months is not unexpected, the impact of COVID has merely accelerated an already apparent trend. This acceleration provides a strong opportunity for brands to engage with consumers in a different way – consumers have proven that they are more open to engage with new brands and products in an e-commerce environment, and brands who recognize this and adjust their digital strategy accordingly – will reap the rewards,” said Pippa Berlocher, president at Reprise APAC.

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Main Feature Marketing APAC

MARKETECH APAC’s Top 5 Stories for July: Asian food delivery’s new offering bags top spot

For the month of July, the Southeast Asia region once again snitches the spotlight with stories ranging from K-pop research, a fast-food chain’s case study, to an app that aims to cater to a country’s long-standing culture in trading. 

This period, we see a very interesting study that has put an official percentage of how much a brand can benefit from web searches upon roping in K-pop group BTS as an endorser. Food delivery is also a highlight this month, with a leading food delivery platform in Asia launching a new offer, and a fast-food brand in Malaysia releasing its case study on a successful 2020 campaign that helped save its delivery business in the face of home cooking-loving consumers. 

In the Philippines, we see a live-streaming platform unveiling an ex-Gojek exec as one of its new heads, and from the same country as well as a top story on a commerce enabler that aims to bring digitization to a traditional type of minimart that has been around in the country for years. 

With rankings based on Google Analytics for the period of 16th June to 15th July, here are the brands that had you turning with a second look.

Top 5: BTS ambassadorships can boost brand searches by up to 50%, iPrice study shows

Celebrities have undoubtedly been the primary faces of brands, and the new wave of K-pop groups and personalities have just turned to be the novel key to impactfully lift their awareness among consumers. In particular, global superstars BTS; In their multiple stints as global and regional ambassadors, it is no wonder how the latest data from e-commerce aggregator iPrice shows the sheer impact BTS can have on brands when tapping the group as their brand ambassadors.

According to their data, search results for brands can jump up to 50% after signing on BTS as their ambassador, which has long been evident across brands three years ago when the prominence of K-pop brand ambassadors started to materialize.

Speaking to MARKETECH APAC, Isabelle Romualdez, senior content marketing executive at iPrice stated that such affiliation can drive up web traffic of the websites of these brands, which can eventually help drive up their sales online. 

She also added that ‘BTS’ influence is so strong that they create a lot of ‘noise’ on social media.’

Citing the campaign for global fast-food chain McDonald’s, for instance, she notes that in Vietnam, the fast-food chain was able to sell 10,000 BTS Meals in one day, and that in the Philippines, they were able to sell 3.5 million pieces of chicken nuggets on the day of the launch.

The best possible outcome for brands which I think is also how BTS affects them is that their partnership [with them] can increase their sales. BTS fans are really devoted, they really spend on their merch. They spend around US$1,400 for their merch, tickets, and other things. And so for them to line up and spend for a special meal or product, it’s really no big deal for them.

Asked about what smaller brands can do who might not be able to afford to partner K-pop personalities, she states this:

“One of the challenges for these smaller brands is that they can’t afford big brand ambassadors, so they have this responsibility to be creative with their campaigns but they can still achieve as much success if they create creative campaigns. Another way is to create content that interests the K-pop fanbase, [such as] talking about their behavior.”

Top 4: Former Gojek growth leader Crystal Widjaja joins kumu as new chief product officer

Filipino live-streaming platform, kumu, has appointed the former chief of staff and senior vice president of growth at Indonesia’s Gojek, Crystal Widjaja, to now assume the role of chief product officer.

MARKETECH APAC conversed with Widjaja to know more about what kumu products she is looking to develop and prioritize.

“We need to start building out products that really do unlock experiences, better than online and offline experiences,” said Widjaja in the interview.

Widjaja shared that the platform will be developing its creator base, building out the best creator tools so that content creators can host game shows, create amazing vlogs, and have fun, among others.

“I think what’s really important is to actually build an enablement platform, where people who want to be a community builder and to engage one another have the tools and [apps] to do that,” she said.

The core of kumu is beyond just a social network for content creators. It really is a social participatory network, and that means we are highly engaging and we allow users to reward one another.

Widjaja will be leveraging her extensive experience in helping startups with growth, data, and strategy, as well as bolstering the platform’s overall product strategy. 

In the same interview, Widjaja bared that building kumu has always been about creating opportunities for people to create their small social spaces and a safe environment, one where they can be themselves with people they admire.

Top 3: KFC turned every Malaysian Kitchen into a KEPCI Kitchen

At the start of the Covid in 2020, fast food brand KFC in Malaysia was faced with a dilemma – how does it maintain its delivery business, when consumers, even despite its initial surge, had easily grown tired of ordering take-out? In trying to find a solution, KFC soon found it was not other QSR brands that were the enemy, but the newfound love of home cooking. 

In partnership with digital creative agency Reprise, KFC released the campaign KEPCI Kitchen based on this insight, and turned the present trend in their favor – building the excitement of Malaysians to repurpose KFC items in their personal recipes, and therefore, turning their kitchen into a KEPCI kitchen. 

Due to a highly engaging integrated campaign which included a dedicated ‘KFC’ cookbook, consistent recipe sharing on Instagram, and also a sponsored cooking show, the campaign soon achieved its target and even more. 

In an exclusive chat with KFC Malaysia’s CEO Chan May Ling and Reprise’s Creative Director Eddy Nazarullah, the two both chalked it up to great teamwork and relationship between the brand and agency. 

“I think the lovely thing about this case study, I think, is the client-agency partnership, and how fast the team reacted because nobody knew how to react during a lockdown,” Chan said.

“[We’re] very close to our agency partner to uncover the insight and to have a common agreement on how we want to build the brand, and how we want to engage, and I think that’s very important in a relationship; and that’s how it sparked,” she added.

I think what’s key is the collaboration between KFC and [Reprise]. It’s the agency and client relationship that’s definitely made this happen. For us to achieve this, it’s definitely something we can’t do alone, and we definitely need the support from the team.

Nazarullah echoing Chan’s statement

Top 2: PH commerce enabler GrowSari secures US$30m funding for operation expansion

Philippine-borne business-to-business commerce enabler GrowSari has announced that the company has secured more than US$30m in funding from various companies and venture capitals, which include Gokongwei-led listed Philippine retailer Robinsons Retail Holdings Inc. (RRHI) and JG Digital Equity Ventures, as well as Wavemaker Partners.

Other funding participants include Pavilion Capital, Tencent, Saison Capital, ICCP SBI Venture Partners, and the International Finance Corporation (IFC) which is a member of the World Bank Group.

For GrowSari, said funding will help fuel the company’s vision of tapping into sari-sari stores, the Filipino version of neighborhood mom-and-pop stores, which according to GrowSari, has the potential to be the biggest and most accessible distribution channel in the Philippines through driving efficiencies in route planning while collecting valuable insights on store behavior.

In an interview with MARKETECH APAC, Maimai Punzalan, chief marketing officer at GrowSari stated aside from creating more offerings and establishing bigger suppliers and market supply for their clients, they envision expanding from their current 50,000 store base across 100 municipalities in mainland Luzon to around 300,000 store bases in the next two years.

She also added that as they started GrowSari in the first place, there were two things that they needed to address in order to aid these sari-sari store owners: access to affordable goods and assortment of goods, ranging from dry goods to basic necessities. Such aspirations stem from the company’s observation of the current status quo of these local neighborhood stores in the country.

We recognize that the sari-sari store segment is such, maybe an underserved channel for the Philippines, despite it’s serving [about] 84% of Filipinos [who] would shop in a sari-sari store, and it makes it relevant for all of the Filipinos out there. There are about 1 million sari-sari stores spread across the archipelago. I think what’s tough for them though is despite being so important to the lives of the Filipino people, they’re barely making enough really to keep running their business.

GrowSari outfits Philippine sari-sari store owners with inventory, infrastructure, and tools to manage and grow their business while generating crucial data and market insights for manufacturers and distributors.

Top 1: foodpanda ties up with Unilever to now deliver on-demand ice cream products

For our top story for the month, we have the leading food delivery platform in Asia, foodpanda, and its recent partnership with Unilever. The digital change for all economies continues to accelerate, especially now that new consumers migrate online for shopping due to the pandemic, and with this, quick-commerce – the super fast delivery of anything to customers in under one hour or often much faster – is becoming the standard of service.

Unilever and foodpanda’s team-up is aimed at offering 24/7 on-demand ice cream deliveries through foodpanda shops and pandamart – foodpanda’s cloud grocery network. This move targets to reach a wider customer base via foodpanda’s q-commerce across Asia, including Singapore, Malaysia, and Thailand, as well as Pakistan, and the Philippines.

Speaking to MARKETECH APAC, Abhishek Sahay, foodpanda’s senior director of new business, said, “We did find speed as one of the customer insights that [really] people want, and it wasn’t just food deliveries but in every aspect of life. They are becoming much more used to on-demand stuff.”

He adds that the intention behind q-commerce is to provide speed and choice for customers.

Aside from delivering a variety of ice cream, the partnership also includes new product launches, bundle deals, and promotional campaigns, as well as optimized digital advertising and customer engagement on the platform, such as strategic placements of digital banners on the platform, the creative use of in-app notifications, and campaigns on social media.

We are no longer just a food delivery company. We are expanding into new verticals. In terms of future plans, we definitely have a long way to go, specifically on quick commerce. And as we think of expansion, we have three different ways. One is we want more and more stores. Secondly, we think of new country expansion, launching in Japan, Cambodia, and Myanmar. And the third is category expansion,” said Sahay, regarding foodpanda’s future plans.

Watch our live interviews with the newsmakers themselves on the latest episode of MARKETECH APAC Reports, live on our YouTube channel.

This is in collaboration with Malaysia-based media company The Full Frontal.

Categories
Marketing Featured Southeast Asia

Ford MY’s new ad invites to remember all the good times ‘outdoors’ just until ‘all is well’

Kuala Lumpur, Malaysia – Behind the threat to humanity that began upon the entry of 2020, the ‘silver lining’ that this generation has always had, if it may be pointed out, is the power of the digital world, and how digital content has ‘saved’ all by providing a semblance of the old normal such as experiencing the ‘outdoors’ even if it’s just through our screens. 

The pandemic has turned to be a time to innovate the internet and deliver content that would help people cope with the current times, and automotive brand Ford in Malaysia has just done its share, launching a new film that aims to transport viewers and help them touch base with the ‘outdoors’. 

Ford Malaysia
From Ford Malaysia’s new ad ‘Hello Outdoors’

Ford, which has been known to channel passion, energy, and ‘adrenaline rush’ in its campaigns for its car models, has once again hinted at the great outdoors, but this time, more of a ‘hi’ and a gentle reminder that soon, we are all going to come back and be one with nature again. 

In collaboration with Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, the film ‘Hello Outdoors’ features scenic spots in Malaysia with a subtle but hopeful greeting on each feature. 

“Hello, Mist,” ‘Hello, open road,” and “Hello, bridge” are some of the greetings the film would say. 

In amplifying the sentiment of the film and to move emotions, Reprise zeroed in on the ‘little things’ and the normal places and structures everyone tends to overlook, reminding the audience how the renewed novelty of the life we got so used to has now made us view it with so much gratitude and beauty. 

Mandar Wairkar, one of Reprise Digital’s creative directors, shared that the idea behind the film stems from something we are all asking right now, “When can we travel again?”

“We know the Ford Ranger audience loves the outdoors, so the intended impact is to evoke that serenity and connection with the outdoors. That spirit of adventure and discovery. It isn’t dead, it is just grounded temporarily,” said Wairkar

Meanwhile, Queenie Tham, the marketing communications head of Sime Darby Auto Connexion-Ford, the sole distributor of Ford in Malaysia, said that the intention of the film is to touch base with Ford Ranger enthusiasts and the people who aspire towards the Ford Ranger brand and lifestyle. 

“Malaysians have been eager for our borders to open, eager to travel, explore and discover the outdoors again. The team at Reprise [has] managed to bring that message of hope, that we will soon have our time outdoors again to live our best lives,” commented Tham. 

In the end, it leaves a very hopeful note with a hint of emotion – “Let’s catch up when all is well again.”

The digital-only campaign was officially launched on 26 July and can be viewed on Ford Malaysia’s Facebook and YouTube. The campaign has also been developed to retain the Ford brand as top-of-mind where viewers are invited to book a live 1-on-1 session with a Ford Ranger Specialist to answer all their questions about the Ford Ranger, while they wait for the roads to open back up. 

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Marketing Featured APAC

Reprise unveils inaugural president for APAC region

Singapore – Reprise, the global performance marketing agency of IPG Mediabrands, has appointed Pippa Berlocher, former head of media APAC at marketing firm Merkle B2B, to assume the newly created role of president of Reprise APAC.

The appointment comes after the resignation of Ben Poole, who assumed the role of managing director of Reprise APAC. The agency shared that Poole will be leaving Mediabrands towards the end of July for a new opportunity. 

Succeeding Poole, Berlocher brings with her strong global media experience. In her previous role at Merkle B2B, she was responsible for developing and implementing the firm’s offering across APAC, including brand strategy, creative and content, e-commerce, and research, as well as CRM. 

As part of her new role, Berlocher will be based in the agency’s regional headquarters in Singapore and will be responsible for the business performance and vision implementation for the growing APAC region. She will be focusing on new business development and new product and service capabilities, working in close collaboration with its Mediabrands partner agencies UM and Initiative. 

Furthermore, Berlocher will be developing new tools and approaches that can help clients optimize their media budgets, streamline their customer experience, and orchestrate the content they develop for customers, as well as growing and developing Reprise Commerce, the company’s dedicated e-commerce group.

Commenting on her appointment, Berlocher said, “I am really passionate about delivering excellence to our clients and business, and excited for the opportunity to do this using Reprise’s best-in-class solutions! I’m looking forward to leading a phenomenal and high-performing team across APAC.”

Meanwhile, Dimitri Maex, the global CEO of Reprise, commented that they are thrilled to welcome Berlocher onboard at Reprise as an energetic and entrepreneurial leader who embodies the Reprise values and can help position Reprise and the agency network at the forefront of this positive change.

“With the industry moving at a newly accelerated pace we have been investing ahead of the curve in growth areas like e-commerce, experience design, and performance content, while at the same time taking tangible steps towards creating a safe and responsible media environment for advertisers and consumers alike,” said Maex.

Categories
Marketing Featured Southeast Asia

KEPCI KITCHEN: How KFC turned every Malaysian kitchen into a KFC kitchen

The start of the pandemic and subsequent lockdowns brought Malaysians lives to a hold. Contained at home, Malaysians were cooking more at home and ordering less delivery. This posed a challenge to quick-service restaurants like KFC who had difficulty sustaining growth as a delivery brand. However, a new pandemic trend was fast on the rise, and that people were looking at their kitchens to provide them with a sense of fulfillment.

This is what Reprise, Mediabrands’ digital creative agency in Malaysia, realized. The pandemic was a chance to showcase culinary skills to friends and family and connect with the world outside. Reprise took the idea to fuel this creativity by offering KFC as an ingredient!

With KEPCI KITCHEN, Reprise turned Malaysian Kitchens into KFC Kitchens, built digital cookbooks, helped Instagram chefs display creativity, and in the process became much more popular as a delivery brand.

Malaysians asked, “How long can we keep ordering food on delivery?”

The initial Movement Control Order (MCO) saw all brands growing delivery sales, with KFC seeing an uplift of +49% in just one month. This peak soon plateaued as Malaysians asked themselves amid fears of job loss and uncertainty – how long can we keep ordering food on delivery?

The new enemy of QSR came in the form of home cooking! Malaysian households found themselves tightening their wallets and prioritizing essentials over delivery services. The country started seeing a gradual shift towards cheaper and healthier options with cooking at home. A study conducted at the end of March 2020 indicated that 62% of Malaysians said they were more inclined to cook at home.

The Challenge: How could KFC sustain business & delivery growth? KFC has a long-standing reputation as being a family brand. To sustain KFC’s growth via delivery, the fast-food chain had to make sure that its biggest fans – families – kept on ordering from them.

Our low-hanging fruit: Families. As a family brand, these were KFC’s natural audiences. Instead of cooking a meal for the entire family, KFC wanted to offer them a convenient and affordable option in KFC’s shareable buckets. However, along with sustaining momentum, the restaurant had to grow. For this, it needed to connect with the largest group of fast-food consumers in Malaysia.

Teens & Young Adults – the new territory for growth. This was the high-value market. They ordered more frequently, with a higher-order value per person. Reprise looked to see how KFC could drive offers on individual meals and cater to this audience, amid dominance from other QSR players.

The Objective: Getting a foot in the door to achieve 3 things

With the Campaign, KFC aims to achieve three things. Even amid the rising trend in home cooking, the brand’s objective is to make more people order KFC Delivery: to double the incidence and volume share of the delivery channel within its touchpoints within 3 months.

Second, it eyes to make KFC more popular in the delivery market by achieving two things: a.) growing the “Most Often Used Brand” by 50%, and b.) growing the “Brand Ever Used” by 50%.

Lastly, KFC wants teens & young adults to switch to KFC by increasing teens & young adults’ visitations for delivery by +10%.

One of the biggest challenges for KFC and Reprise is how could the KFC brand simultaneously connect with two separate audiences – its stronghold of families and the avenue for growth with teens/ young adults. Reprise realized that it could not convince such a large segment to change their minds, nor take on a mammoth enemy like home cooking.

Campaign Strategy & Insights

An interesting trend Reprise observed was that social media shares were increasingly devoted to “Lockdown Cooking”. Globally, everyone was keen on showing their innovative results in kitchens – be it Dalgona coffee or sourdough bread. As millions of people were deprived of regular jobs, curbed with available activities, and a limited social life, they felt useless and non-productive. That is where the kitchen came in!

The Cultural Insight

A period of non-productivity had become a time for creativity. Kitchen Creativity was fueling a way for millions of people globally to feel productive, purposeful, and fulfilled. Amid this excitement to create, Reprise asked themelves: how could KFC contribute to this game of Kitchen Creativity?

Our strategy: Repurpose KFC’s product from a fully prepared meal to an INGREDIENT

KEPCI KITCHEN: Turning every Malaysian kitchen into a KFC kitchen

Campaign Execution

Reprise’s premise was simple: Encourage Malaysians to order KFC Delivery by showing them how to use their KFC favorites more creatively through simple and convenient recipes for the family, and menu hacks for teens & young adults.

Launch: Introducing the Kepci Kitchen Instagram stories cookbook

We kicked off the campaign with the launch of our first six recipes that catered directly to the different MCO personalities – For the lazy one-pot cooks all chef; For the enlightened health & fitness junkie; For the gamer, the Netflix binger; For the one that misses the mamak; For the one that misses the warung (simple suburban café); For the one that misses ‘atas’ (upmarket) western joints.

During the early stages of lockdown, local and international campaigns showed many similarities. We saw a growing trend of cooking at home and were inspired by menus that were crafted to fit into Instagram stories. Tapping into this trend, we kept the approach both natural and grounded. Malaysians are known to be great foodies and this campaign allowed them to unleash their creativity and connect with one another through these unprecedented times.

Amir Faiz, Group Creative Director, Reprise Digital

All recipes were uploaded onto the KFC Instagram account, and stored in our highlights bar to create a digital cookbook shelf where Malaysians could browse and screencap our recipes, just like a real cookbook. From the get-go, we ensured that all recipes were easy to make with accessible and simple ingredients (due to MCO restrictions) while also championing our core favorites.

A PDF of the compiled recipes, presented as a cookbook, was also hosted on the KFC website

Amplification: Self-made, self-taught Instagram chefs

Reprise and KFC worked with Instagram chefs & foodies to create a new set of recipes that were broken down into three categories: big eats (5-6 pax, family sharing), mid eats (2-3 pax), and individual eats. This was to ensure that our two key audience groups could relate to KFC’s diverse body of recipes, providing an endless stream of ideas to remix their KFC orders.

A selection of influencers was carefully selected to appeal to the audience. Each of their postings had a clear CTA to purchase products featured and promoted KFC’s free delivery code.

Reaching a wider audience on TV

To extend KFC’s reach to its core audience and align with the increase in TV viewership in April, KFC embarked on a four-episode sponsorship with the TV3 program “Dari Dapur Saya Ke Dapur Anda” (From my kitchen to yours). All episodes were also uploaded on TV3’s YouTube, Instagram and Facebook page which broadcasted the series to a collective base of 8 million social followers & subscribers. With the cooking show being led by a well-known local influencer Sharifah Shahirah cooking up Ramadan recipes.

Not only did KFC repurpose its product, but Reprise found an innovative way to ride on Malaysia’s desire to cook at home, creating new occasions and new ways of consuming KFC. Thus, Reprise found its strategy to combat Malaysia’s newfound desire for home meals!

The lockdown has shown us tremendous opportunities for brands in the digital space. At a time where life as we knew it came to a stop, it is definitely inspiring to showcase how nothing could stop creativity. It proves that an honest, down-to-earth creative solution can connect in such a meaningful way with Malaysians. The results were beyond our wildest expectations!

Eddy Nazarullah, Creative Director, Reprise Digital

Results & Achievements

Reprise and KFC’s crusade to turn every Malaysian kitchen into a Kepci Kitchen exceeded all expectations. For its first objective of making more people order KFC Delivery, it was able to overshoot its targets by a mile with KFC’s incidence growing 15x while volume share growing 11x.

It was also able to hit its second objective which is to Make KFC more popular in the delivery market. According to Reprise, results were beyond the team’s wildest expectations. “Brand ever used” grew by 65% while “Most often brand” grew by 80%.

Lastly, it was able to get teens & young adults to switch to KFC. Teens visitations increased by +19%, while KFC’s competitor dropped a staggering -76%. A similar trend was also observed among young adults which grew by +24% but dropped by -68% for KFC’s competitor.

Kepci Kitchen won the hearts, minds, and stomachs of families, foodies, millennials, and celebrities alike. We were amazed by the noise and how it drove results, and this is solid proof of the agility of the agency partners and KFC team working hand in hand to adapt to the challenging circumstances. Its proof that despite adversity, we’re still able to find gems of inspiration.

Chan May Ling, Chief Marketing Officer of KFC

The campaign period ran from 2 April – 2 June, 2020.

Categories
Marketing Featured ANZ

Mediabrands names Maria Grivas as new CEO of Reprise Australia

Sydney, Australia – Media and marketing agency Mediabrands in Australia has recently announced the appointment of Maria Grivas as the new CEO of Reprise, Mediabrands’ digitally-led full-service performance agency in the country.

Prior to her new role, Grivas has previously worked as the chief data and technology officer at media agency UM Australia, a role she has had for the past three and a half years, and has been a member of UM’s senior leadership team. She has also been a mentor across the Mediabrands group on digital development.

Grivas’ appointment came after the resignation of CEO Matt Sallis, who cited family reasons related to travel restrictions from his base in Canada. In taking the leadership role at Reprise, Grivas will be playing a key role in shaping the group and will also be joining the Mediabrands Australia Executive Leadership Team.

Commenting on her appointment, Grivas said, “Having already worked closely with Reprise for some time, I am very excited about the CEO role. The business has a large team of very talented people doing great work and my ambition is to help elevate their successes as the industry evolves at pace.”

Meanwhile, Mark Coad, the CEO of Mediabrands Australia, commented that Reprise Australia plays a vital role in supporting the teams and clients with world-class communications solutions, and Grivas is the ideal future leader for the business.

“I’m thrilled that Mediabrands has the talent of Maria’s caliber to promote into such an important leadership position, as well as her high-quality team members. We will find Maria’s successor for her role in UM Australia in due course,” said Coad.

Reprise Australia has more than 150 people and offices in Sydney, Melbourne, and Brisbane, as well as Perth. The business works with many of Mediabrands’ clients across the group and also has independent clients.