City Milk

New Fruits-themed Storytelling - Standing Out From Rivalry

Campaign Ideation / Copywriting / Visual Design / Video Production


Key Achievements

Engagement rate increased by 35.7%

Daily post engagement
increased over 400% since campaign started

High video view-through rate of 69.6%

*Source: We Are Social 2020; Benchmark: 4.13%.
**Source: Instapage, Facebook Advertising Benchmark 2020; Benchmark: 0.9%.

The Brief

City Milk, a renowned papaya milk brand from Taiwan, was looking to break through the robust competition in Malaysian market and gain more attention. With more and more beverage brands available in the local market, City Milk faces challenge to keep their social media page active with creative ideas that are relevant to the target audience and engage with them. Question is, how to stand out from the rivalry of bubble milk tea trend?

The Solution

Staying relevant is the key. With this in mind, we introduced a 3-month campaign with fun and interesting storytelling. Each fruit was given a ‘character’ and presented as a mascot in these stories to connect and interact with the younger audience in Malaysia. We’ve created fun and engaging content surrounded by these fruit characters, which has boosted the brand’s engagement rate by 14.5% in 3 months from 4.1% to 18.6%.


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