#InstantShiok Social Media Marketing Campaign
A social media marketing case study in Singapore using video marketing & a popular media publisher.
The Client
Known for its range of popular easy-to-prepare Singaporean meals, Primataste has been in the F&B game since 1999, delivering authentic and quality ingredients with every product. Their commitment to creating authentic food is a major driver in helping households enjoy that same authentic taste of local cuisines found at food stalls. Today, Primataste’s Laksa, Nonya curry and Chilli Crab flavours are their speciality and are sold in more than 40 countries around the world. Moreover, their signature Ready Meals (known for its protein and meat combinations in reheatable pouches) are a popular favourite among Singaporeans who are in, and out of the country.
Introduction
Primataste’s Ready Meals consist of authentic Singaporean flavours like Beef Rendang with Rice, Curry Chicken with Rice, Laksa Fried Rice. These come in easy-to-eat pouches that are convenient and the meals can be prepared with ease. As compared to Primataste’s Laksa Whole Grain Lamian and Meal Sauce Kit, the Ready Meals were not as prominent in Singaporean households. While Primataste’s Ready Meals have already been launched, they wanted to get the word out there about their Ready Meals. Having worked with Primataste as their digital marketing agency that focused on social media marketing and influencer marketing, we knew that we needed a fabulous social media campaign. Our objectives became very clear:
- Build product awareness for the range of Ready Meals
To achieve this, we knew that we needed a well-thought social media strategy that would help us hit our digital marketing goals, while at the same time, be creative enough such that it resonates with our audiences. But first, who are we targeting?
Defining Our Target Audience for Our Social Media Marketing Channel
Our first step was to research the demographic of people we were reaching. We had to know which types of audience are more active on social media, and which ones would help achieve our social media marketing objectives. We needed to dive into the mindsets of these people and understand how Primataste’s Ready Meals would help ease their pain points. As such, we broke our audiences down into 4 types of demographics:
Apart from viewing these 4 as our core demographic, we can view them as Ready Meal usage opportunities. By targeting these 4 types of demographics, we would be able to have a solid approach in getting the word out to the right audience.
The Right Hashtag for Our Social Media Marketing Channel
After nailing our target audience down, we needed to brand our campaign right so that it resonates with our demographics and creates a top-of-mind recall of the Ready Meals whenever the hashtag is mentioned. In addition, by using this social media marketing method, we would not only be able to increase brand awareness, but also have a tool to track and measure your social media marketing performance.
One of the best ways to create a hashtag is to invoke emotion, while keeping it brief and unique. We brainstormed for ideas and needed to find a catchy phrase that stays true to the Primataste brand, while being exciting and fun. After much deliberation, the birth of #InstantShiok was born!
This hashtag not only conveys a major benefit of the Ready Meal, but invokes an emotion that resonates with Singaporeans, and the brand — Shiok! We knew that this would be the winning hashtag that would allow our campaign to come together and be more cohesive among our social posts.
Creating a Social Media Content Strategy
Our hashtag, #InstantShiok, also dictated the theme of our campaign. We, now, had to create pillars that would bring out the features of the Ready Meal, but keeping it lighthearted just like our hashtag. Our content plan involved the different opportunities that one would be able to consume a Ready Meal.
