Auto Cheesy
11. Social & Creator Kancils [11.4 Best use of Content Placement]
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Links:
Product/Service:
Food and Beverages
Client:
Burger King
Brief:
Malaysia has a cheese obsession. And the food industry knows exactly how to feed it: more cheese, on everything. But when every brand is piling it on, more cheese becomes more of the same.
For Burger King’s Nachos Cheese Deluxe, the challenge was to make cheesiness mean something beyond taste. We needed to turn a familiar product attribute into a social idea that could capture attention, connect with communities and inspire participation, while creating opportunities for people to discover Burger King’s latest offering.
Solution:
“You are what you eat.” So, eat cheese and become cheesy. Duh.
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.
