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About The Brand​​

Angel Brand, is known as one of the leading and trusted sauce and condiments brands in Malaysia. The brand has its full range of products made from non-GMO ingredients and most of them do without added MSG.

About The Campaign

Campaign Objective

To create brand awareness for the soy sauce brand during the Chinese New Year celebration

Campaign Strategy

Work with KOLs and KOCs to create engaging content that showcases Angel’s sauces.

Prepare a cuisine for Chinese New Year by using Angel Brand

KOL Marketing

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Total 8 Content creators were engaged to create different ideas and integrate the products into the content.

KOC Marketing

Total of 3 KOCs were engaged to create video content on Xiao Hong Shu Platform and integrated soy sauce into their daily life. 

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PR Gift

In conjunction with Chinese New Year, Needle comes out with an idea to design the customised PR Gift in a vintage style.

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You Try Try Series

Needle Team created a user experience video series that engaged members of the public to participate and try out the product.

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Campaign Outcome

Firstly, the campaign led to a significant increase in buyers. This increase in buyers is a testament to the quality of the product and the effectiveness of the campaign messaging, which emphasised the unique flavour and versatility of Angel Brand soy sauce.

Secondly, the campaign generated strong social media engagement from our Influencer Marketing strategy. This engagement helped to create a sense of community around the brand and build a loyal customer base.

Lastly, the campaign had a significant impact on brand awareness, with many consumers becoming more familiar with Angel Brand and its products.