Rasa-Rasa Malaysia

11. Social & Creator Kancils [11.6 Best use of Creator Collaboration]

case film

creative assets

case board

creative assets

Links:

Product/Service:

Food and Beverages

Client:

Inside Scoop

Brief:

GET MALAYSIANS TO FOLLOW A JOURNEY, THEN START THEIR OWN. Inside Scoop was launching six flavours inspired by different parts of Malaysia. We needed creator collaborations that could turn curiosity about the flavours into participation, giving audiences a reason to visit outlets and keep exploring. The opportunity was to work with creators who championed local culture and places. Their content already helped people discover where to go and what to try, making them natural guides to a campaign built around discovering Malaysia. The brief: Make Rasa-Rasa Malaysia a journey audiences wanted to join.

Solution:

RASA-RASA MALAYSIA: CREATOR DISCOVERIES THAT INSPIRED REAL-WORLD JOURNEYS. Six Malaysian flavours, an Ice Cream Passport and more than 70 unique outlet stamps gave creators a nationwide trail to explore, and their audiences a reason to follow in their footsteps. We collaborated with @kiakiaplaces, @zafigotravel, @mfoodie, @klfoodie and more, bringing Rasa-Rasa Malaysia into communities already looking for their next food find or local adventure. Together, their food and travel perspectives connected what Malaysians loved eating with the places they could discover. Across Instagram and TikTok, creator content invited audiences into the experience, showing them what they could discover and collect. Their role was to make the journey feel accessible, exciting and worth making themselves. As audiences joined, they added their own discoveries. Passport updates, outlet visits and stamp collections spread across Facebook groups, Threads, TikTok and Instagram. What began with creator invitations grew through people sharing their progress and inspiring others to participate. The conversations also revealed what Malaysians wanted next. Fans requested flavours inspired by their hometowns, and Inside Scoop responded with two new fan-requested flavours, bringing consumer wishes from feed to counter. The wider campaign generated 300+ pieces of user-generated content, with posts continuing beyond the campaign period. Inside Scoop recorded 2,100 Variety Packs sold, a 13% year-on-year sales increase and its second-highest Party Pack volume. By collaborating with creators whose interests matched the experience, Rasa-Rasa Malaysia gave audiences more than a recommendation. It gave them a journey they could make their own.

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