Auto Cheesy

11. Social & Creator Kancils [11.3 Best use of Social Platforms]

creative assets

case film

case board

Links:

Product/Service:

Food and Beverages

Client:

Burger King

Brief:

Malaysia’s obsession with cheese has made it a familiar selling point across the food industry. Brands pile it on, pour it over and promise more of it. But when everyone is offering more cheese, cheesiness alone stops being a reason to choose one product over another. For Burger King’s Nachos Cheese Deluxe, the challenge was to make its cheesy offering stand out in a category where cheese had become commonplace. On social media, this meant giving people more than another product visual or mouthwatering cheese shot to scroll past. We needed to turn the product’s cheesiness into an idea that could entertain audiences, connect with existing communities and invite people to participate.

Solution:

“You are what you eat.” So, eat cheese and become cheesy! Burger King Auto Cheesy turned cheese from something you taste into something you become, with TikTok driving rapid reach and engagement, and Instagram driving brand discovery. We partnered with TikTok creators known for cheesy content, letting each interpret the idea through their own humour. Creator selection doubled as distribution strategy: we let TikTok’s algorithm connect their content with niche communities primed to enjoy it. Then, we invited Malaysians to send their cheesiest voice notes to Burger King’s Instagram DMs. The format gave people room to perform, using their own voices, delivery and personality to express just how cheesy they could be. The campaign generated 13 million impressions, delivered CPC 81% below benchmark and a 15% sales increase within two weeks of launch, with seven personalised cheesy voice notes arriving daily on average for two weeks.

Previous Next