Ini Flow Aku by Hidup+100

6. Digital Experience Kancils [6.7 Best use of content marketing]

case board

creative assets

Links:

https://www.youtube.com/watch?v=5i7HAto1jDU

Product/Service:

FMCG

Client:

F&N Beverages Marketing SDN BHD

Brief:

Make 100PLUS relevant to young Malays (Gen Z) beyond sport. Extend the brand's “Thirst for More” platform to a generation that sees being active as self-expression.

Solution:

We created an anthem made of real Gen Z's passion points told through their real social media content and TikToks. Audio and video excerpts were extracted and integrated into song composition. The anthem launched across digital, radio and social. Influencers and creators weren’t briefed to promote it, they were invited to remix and express it in their own way. Each one reinterpreted the anthem in their own flow as branded content, turning one song into multiple genres, formats and trends rooted in their passion points from food to gaming, and travel to fashion. The result was a single anthem that grew into many versions, each one native to a different Gen Z community, and an influencer programme where creators shaped the work rather than just broadcasting it.

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