ABC SWEET SOY SAUCE
Introduce the exquisite ABC Sweet Soy Sauce to every Chinese family in Australia and New Zealand, enriching their culinary journeys at home through integrated digital marketing campaign
OUR
ACHIEVEMENT
4M
IMPRESSION
367K
REACH
8K
ENGAGEMENT
By partnering with culturally relevant creators and leveraging authentic, recipe-driven content across key social platforms, the campaign effectively connected with target audiences and delivered over 4 million impressions, reached 367,000 users, and generated 8,000 engagements - demonstrating our expertise in performance-driven digital campaigns that elevate brand visibility and drive meaningful engagement within the ANZ market.
PROJECT
OVERVIEW
Created over 45 years ago, ABC Sweet Soy Sauce is an authentic, high-quality, locally made-in-Indonesia product. Trusted and well-famed, ABC is the leading household brand for Sweet Soy Sauce in Indonesia.
Our mission is to introduce the exquisite ABC Sweet Soy Sauce to every Chinese, especially Cantonese family in Australia and New Zealand, making this premium sauce easily accessible to every home, enhancing your cooking experiences and inspiring you to explore the diverse and tantalizing flavors of South East Asian cuisine.
THE IDEA
We proudly introduce a trio of talented Australian and New Zealand influencers selected exclusively for the ABC Sweet Soy Sauce campaign.
Throughout the campaign, these creators take audiences on an immersive journey, sharing authentic stories and showcasing how ABC Sweet Soy Sauce fits naturally into their kitchens. From cherished family recipes to creative modern dishes, they highlight the sauce’s versatility and rich flavour across a variety of meals.
Tailored content on the right channel, hitting the target audience with precision.
YouTube was chosen as the primary channel, using a long-form video approach to maximise product recall for this particular campaign. As ABC Sweet Soy Sauce may be relatively new to audiences beyond Southeast Asia, this format allows us to build strong brand awareness. YouTube viewers tend to be more engaged and willing to watch full-length content during their leisure time, making it an effective platform for leaving a lasting impression.
One of our key creators, Leila Kong, a renowned Hong Kong artist now based in New Zealand, brings a unique cultural connection to the campaign. Her Indonesian background aligns perfectly with the product’s heritage, helping expand ABC’s appeal to both local and international audiences.
Alongside Janice and the duo behind Let’s Go Jimmy & Alan, we successfully reach a diverse audience across different age groups and cultural backgrounds.
Supported by targeted Facebook and Google advertising, the campaign delivers impactful content that resonates with viewers and drives strong results.
(Click below to watch the video)
