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CASE STUDIES
PLANTA: STRENGTHENING EMOTIONAL CONNECTION ....
Ramadan and Hari Raya are the most crucial two months for Planta. Impact’s initial goal for Planta’s Raya Campaign 2014 was to extend the previous year’s campaign in creating strong emotional bond and seasonal relevance with its target audience - mothers and their kids. The task was to encourage moms to lovingly bake cookies for Raya for their family but not just any cookie but modern colourful cookies using Planta.
Impact was tasked to develop the campaign theme, PR strategy for the consum...
Ramadan and Hari Raya are the most crucial two months for Planta. Impact’s initial goal for Planta’s Raya Campaign 2014 was to extend the previous year’s campaign in creating strong emotional bond and seasonal relevance with its target audience - mothers and their kids. The task was to encourage moms to lovingly bake cookies for Raya for their family but not just any cookie but modern colourful cookies using Planta.
Impact was tasked to develop the campaign theme, PR strategy for the consumer campaign and the charitable campaign and also develop content for the first-ever Youtube Channel for Planta.
“Seceria Air Tangan Ibu” theme proposed was instantly adopted by the client and used across the branded 3 minute weekly segment on TV3’s Wanita Hari Ini, POSM materials, recipe booklets, and in-store demo/roadshow.
Impact’s strategy was to engage with mothers via influential mommy bloggers, passionate bakers and mainstream media.
A total of 61 media from dailies, magazines, TV and bloggers attended the event. A total of 53 clippings have been monitored to date with over RM2.3 million in PR Value. Recipes were featured in several newspapers and magazines to encourage moms to bake colourful cookies during Raya.
Crucial to the campaign’s success was the “Beramal Bersama Planta” national charity baking week campaign where mums were encouraged to bake home-made cookies for ophans throughout Malaysia. The campaign exceeded the initial target set and managed to collect a whopping 59,000 cookies!

SIMPLOT: SHOWCASING HASH BROWNS CREATIVELY
The SIMPLOT brand team in Malaysia decided that something had to be done to get hash browns noticed as more than just a breakfast staple.
Working closely with the client, Impact suggested a two prong approach to create bigger buzz for Simplot’s cooking competition, Simplot Best Home Chef. Prior to the actual competition, Impact worked with Chef Florence Tan for a media cooking workshop with the goal that the media and bloggers will then share the versatility of hash browns and home chefs wo...
The SIMPLOT brand team in Malaysia decided that something had to be done to get hash browns noticed as more than just a breakfast staple.
Working closely with the client, Impact suggested a two prong approach to create bigger buzz for Simplot’s cooking competition, Simplot Best Home Chef. Prior to the actual competition, Impact worked with Chef Florence Tan for a media cooking workshop with the goal that the media and bloggers will then share the versatility of hash browns and home chefs would be inspired to share their original recipes.
Impact also created and managed the Facebook and Instagram page to spread the word about the cook-off as well as providing a platform for the public to submit their recipes. Over 70 entries received in just two weeks!
At the cook-off, famous celebrity chef, Chef Wan, Chef Poobalan (Simplot’s in-house chef) and Ong E-Laine, regional commercial marketing manager had the hard task of judging the finalsits’ dishes. The event was attended by over 20 media including dailies (metro, features), magazines (lifestyle, cooking) and TV station.
The coverage received to-date included over 20 clippings worth more than RM902,000 in PR value.

WALL’S: ENCOURAGING FAMILY BONDING OVER ICE CREAM
Wall’s Scoops of Happiness was a unique campaign to encourage bonding moments between mothers and their children at home by recreating stories, fairy tales and movies with the ice-cream and a few condiments. The Wall’s regional team created a series of cute videos inspired by famous fairytale stories to inspire mothers and their kids and to encourage them to join the Wall’s Facebook contest titled “Taste Joy in Disneyland with Wall’s”
As part of the PR approach, Impact engaged Samantha Lee,...
Wall’s Scoops of Happiness was a unique campaign to encourage bonding moments between mothers and their children at home by recreating stories, fairy tales and movies with the ice-cream and a few condiments. The Wall’s regional team created a series of cute videos inspired by famous fairytale stories to inspire mothers and their kids and to encourage them to join the Wall’s Facebook contest titled “Taste Joy in Disneyland with Wall’s”
As part of the PR approach, Impact engaged Samantha Lee, a mother and online food star to create three ice-cream creations for the campaign. Her creations were shared on in the media launch. About 40 media and bloggers attended from a variety of dailies (metro, features and lifestyle section), lifestyle and parenting magazines and internet-based media.
The coverage received to-date included over 28 clippings worth more than RM898,000 in PR value.

AFC: CREATING BUZZ FOR A UNIQUE REALITY COOKING SHOW
Famous actor Awal Ashaari, made his debut as a wannabe café owner learning the ropes of running a successful food business on AFC’s new show, “How to Make It: Culinary Dreams”. The show starred Awal Ashaari, who enrolled in KDU University’s School of Hospitality to find out what it takes to run a restaurant.
For the PR approach, apart from giving the media a teaser to the upcoming show, Impact also strategically worked with Awal Ashaari’s personal story of wanting to open his own bistro. T...
Famous actor Awal Ashaari, made his debut as a wannabe café owner learning the ropes of running a successful food business on AFC’s new show, “How to Make It: Culinary Dreams”. The show starred Awal Ashaari, who enrolled in KDU University’s School of Hospitality to find out what it takes to run a restaurant.
For the PR approach, apart from giving the media a teaser to the upcoming show, Impact also strategically worked with Awal Ashaari’s personal story of wanting to open his own bistro. The messaging was key to ensure that the reality show did not get overshadowed by entertainment gossip and Awal’s celebrity status. At the launch, Awal Ashaari showed his cooking skills that made for good media photos. The launch was attended by over 35 media including mainstream (dailies, magazines) as well as internet based-media and bloggers.
The coverage received to-date included over 44 clippings worth more than RM2 million in PR value.

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