Auto Cheesy
11. Social & Creator Kancils [11.6 Best use of Creator Collaboration]
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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. Duh.
Burger King Auto Cheesy turned cheese from something you taste into something you become. To bring that idea to life, we collaborated with TikTok creators already known for their cheesy content.
Their cheesiness was the reason we chose them. Each creator had an established style of humour and a niche community that loved it. We gave them the freedom to interpret Auto Cheesy through their own personality, making Nachos Cheese Deluxe the inspiration for content that felt familiar to their audiences.
This creative freedom gave one campaign idea multiple expressions, while keeping each collaboration true to the creator. Their distinctive humour also helped TikTok’s algorithm connect the content with communities inclined to enjoy it, extending discovery beyond existing followers.
The creators then set the tone for audience participation. Malaysians were invited to send their own cheesiest voice notes to Burger King’s Instagram DMs, taking the idea from creator performances into personal expressions of cheesiness.
The campaign generated 13 million impressions, delivered CPC 81% below benchmark and saw sales increase by 15% within two weeks of launch. An average of seven personalised cheesy voice notes arrived daily for two weeks, showing how creator collaboration inspired audiences to join in.
