Knorr Leveraged Influencers and Targeted Mobile Marketing to Drive 3.8M Reach This Ramadan

In Malaysia, the month of Ramadan represents a deeply sacred period of fasting, devotion, and reflection for the Malay community, culminating in the joyous celebrations of Hari Raya Aidilfitri. At the absolute center of these festive traditions is food—reunion dinners, breaking of fast with loved ones, and open houses where generations gather around the table. However, this creates a high-pressure environment for home cooks tasked with delivering perfect traditional feasts. Compounding this challenge, consumers are exposed to an overwhelming volume of festive food content and promotions during this period, making it incredibly difficult for a single brand to capture meaningful attention.

Knorr partnered with AnyMind Group to position its Pasti Sedap seasoning as the “Confidence Catalyst,” ensuring that regardless of a cook’s skill level or festive chaos, every culinary attempt results in a delicious success.

The recipe for success: Local flavours, influencers, and mobile precision

To break through Ramadan advertising clutter, Knorr focused on culturally relatable storytelling delivered through creators and high-attention mobile moments.

The campaign’s strategy was built on a powerful synergy between two AnyMind solutions: AnyTag for influencer-led storytelling and POKKT for data-driven mobile marketing. By combining the authentic reach of social influencers with the high-impact visibility of mobile video advertising, Knorr ensured it was present in both the social feeds and the daily digital habits of its target audience.

The content strategy is focused on inclusivity and relatability to maximize resonance within Malaysia’s multicultural landscape, blending core Raya themes with a cross-cultural creator mix. While a majority Malay creator pool anchored authenticity, Chinese influencers were strategically integrated to celebrate national unity by preparing popular traditional Malay dishes like kangkung belacan and ayam goreng berempah.

The cooking-led storytelling naturally transitioned from practical festive recipe tutorials to humorous, real-life scenarios, ensuring Knorr positioned itself as a guarantor of flavor for any cook. To capitalize on trending social conversations, this narrative was further elevated by intercepting popular recipes circulating online during Ramadan. Creators actively jumped on these viral culinary trends, recreating them using Knorr’s All-In-One (AIO) Pasti Sedap seasoning to prove that even complex internet dishes could be simplified and perfected.

From feeds to games: Implementing a multi-solution execution

To bring this strategy to life, AnyMind utilized a synchronized, multi-platform approach:

1. Diverse influencer activation and tracking via AnyTag: A total of 35 influencers were activated across major social platforms, utilizing AnyTag’s AI-driven discovery tool and filters to secure the perfect brand-demographic fit. Leveraging a strategic mix from nano to macro tiers ensured diverse creative styles, expansive reach, and authentic word-of-mouth promotion. This multi-tiered structure was uniquely enriched by integrating creators from diverse races, uniting Malaysians through local flavors while organically scaling brand awareness beyond the core Malay segment. Throughout the timeline, AnyTag served as a centralized ecosystem for real-time tracking, optimization, and message consistency.

2. High-attention mobile marketing through POKKT: Parallel to social media, a targeted mobile advertising campaign was launched across casual mobile gaming environments using rewarded video ads. The creative strategy deployed a humorous portrait ad featuring a novice male cook, alongside two chef-led assets in landscape and portrait formats. The mobile environment strategically captured distinct Ramadan behavior; as energy levels dip during fasting hours, consumers turn to low-exertion mobile gaming to pass the time before breaking fast (berbuka puasa).

3. Cross-platform amplification: Influencers’ content was systematically cross-posted across primary networks like Instagram, Facebook, and TikTok, while also expanding into high-growth, intent-driven segments like Xiaohongshu and interactive spaces like Threads and Douyin to maximize national campaign visibility.

The impact of social reach and mobile attention

The campaign achieved massive scale across all digital touchpoints, proving that the integration of social influence and targeted mobile precision drives deep audience receptivity.

• Total Reach: 3,800,000+
• Total Views: 5,000,000+
• Total Engagement: 280,000+
• Total Likes: 223,000+
• Total Saves & Shares: 62,000+

A standout highlight of the campaign was the performance of Tris Ang, a Chinese male creator who emerged as the top organic performer. His creative “budget eats” concept resonated strongly with the audience, contributing to 48% of total reach, 53% of views, and 67% of total engagements. His natural storytelling and POV-driven hooks achieved over 300,000 views within the first day across Instagram and TikTok, before being cross-posted to Facebook, Douyin, and Xiaohongshu to capture broader multicultural audience segments.

On the mobile front, the POKKT optimization strategy delivered remarkable efficiency, securing over 1,200,000 total ad impressions. The ad achieved an exceptionally high video completion rate of over 85%. This performance was anchored by the mobile-first portrait creative featuring the novice cook, which captured 59% of total impressions and led all creative assets with over 4% CTR. The data shows that humorous, human-centric, and everyday lifestyle scenarios are significantly more effective at sustaining audience attention and driving post-view link clicks than traditional product-focused commercials.

Breaking through seasonal clutter with AnyMind’s high-impact, multi-solution ecosystem

By deploying a unified ecosystem that integrates influencer marketing with high-impact mobile video precision, Knorr successfully navigates crowded festive periods without fragmenting their messaging.

Beyond the metrics, this campaign left a lasting imprint on Malaysia’s cultural landscape by using food as a medium to celebrate cross-cultural unity and champion community spirit during a sacred season. For Knorr, the initiative successfully shifted the brand’s positioning from a standard household ingredient to a catalyst that empowers the everyday home cook. This synchronized approach ensures that authentic storytelling is amplified by data-driven targeting, maximizing both cultural relevance and cost efficiency.

Contact us today to see how AnyMind can scale your campaign’s impact across multiple solutions.