Rasa-Rasa Malaysia

11. Social & Creator Kancils [11.10 Best Integrated Social Campaign]

creative assets

case film

case board

creative assets

Links:

Product/Service:

Food and Beverages

Client:

Inside Scoop

Brief:

CONNECT A FLAVOUR LAUNCH TO A NATIONWIDE MOVEMENT OF DISCOVERY. Inside Scoop was launching six flavours inspired by different parts of Malaysia. As the country prepared for Visit Malaysia 2026, we saw an opportunity to inspire the tourists already here: Malaysians themselves. We needed an integrated campaign that gave people something to discover online, experience on the ground and share with others. Social would spark curiosity, the outlet experience would turn it into participation, and a PR launch officiated by Tourism Malaysia would connect the invitation to the wider Visit Malaysia 2026 movement. The challenge was to make these touchpoints work as one continuous journey, giving Malaysians a reason to taste, explore and share their country.

Solution:

DISCOVER IT ON SOCIAL. EXPERIENCE IT ACROSS MALAYSIA. Rasa-Rasa Malaysia connected social, an on-ground experience and a PR event into one nationwide journey. Tourism Malaysia officiated the campaign as part of its wider Visit Malaysia 2026 movement. On Instagram and TikTok, brand content and creator collaborations invited Malaysians to taste six local flavours and begin collecting. Every Variety Pack came with an Ice Cream Passport, unlocking a stamp hunt across 70+ outlets. Visits became content as collectors shared discoveries, routes and progress on Instagram, TikTok, Facebook groups and Threads, inspiring others to join. Social conversations shaped the menu too: requests for hometown flavours became Harumanis Sorbet for Perlis and Cendol Ice Cream for Penang. Each touchpoint fuelled the next, from discovery to visits to sharing. The campaign generated 300+ UGC posts, with 2,100 packs sold, 13% YoY sales growth and Inside Scoop’s second-highest Party Pack volume.

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