Case Studies
Case by case, campaign by campaign—we execute with precision, creativity, and real results.
KOL Marketing
KOC Marketing
Content Marketing
On-ground Activation
Others
Caltex, a global petroleum leader, launched a user-friendly app and sought a dynamic KOL campaign across Malaysia and Singapore to drive adoption.
Campaign Outcome
47
KOLs Engaged
569,220
Total Reach
23.76%
Avg. Engagement Rate
The Challenge
To effectively target diverse audiences in both countries, Needle needed to pinpoint the key segments and identify the most influential KOLs resonating with their social media consumption habits.
Needle’s Solution
Leveraging our deep understanding of regional nuances, Needle threaded together a strategy engaging lifestyle and travel KOLs, perfectly aligning with the interests of frequent travelers and drivers. Recognizing the linguistic landscape, we crafted content in Malay for Malaysia’s core users and English for the Singaporean market, ensuring maximum resonance.
Platforms
Instagram, TikTok, Facebook, YouTube, Lemon8
Ahead of the EVA Air Marathon 2024 in Taiwan, the airline aimed to build excitement and support for Malaysian participants through pre-event running workshops featuring local KOLs who would also participate in the race.
Campaign Outcome
3
KOLs Engaged
195,148
Total Reach
5.39%
Avg. Engagement Rate
The Challenge
Capturing authentic marathon content from local KOLs in an unfamiliar overseas environment presented logistical and cultural barriers, including language and weather considerations.
Needle’s Solution
Needle took a hands-on approach, connecting with the KOLs during pre-event workshops. Our team further extended our support by accompanying them to Taiwan, providing on-the-ground assistance to ensure a smooth content creation process and address any challenges they encountered.
Platforms
Instagram
As a long-standing Malaysian soy sauce and oyster sauce brand, Angel Brand sought to elevate its presence and become the top-of-mind choice during the highly competitive Chinese New Year season.
Campaign Outcome
4
KOLs Engaged
18,910
Total Reach
8.68%
Avg. Engagement Rate
The Challenge
In the crowded landscape of CNY promotions, the challenge was to create content that would not only capture attention but also leave a lasting impression on the target audience.
Needle’s Solution
Needle crafted a proactive content strategy, requiring KOLs to submit creative storytelling drafts beforehand to ensure high video quality and prominent product visibility. By providing tailored content direction aligned with each KOL’s unique style, we streamlined the process and maximized authentic engagement.
Platforms
Instagram, Facebook
To drive interest and visits to SP Setia’s properties during their Chinese New Year rebate campaign, an engaging influencer campaign was crucial to motivate followers to explore purchasing opportunities.
Campaign Outcome
7
KOLs Engaged
10
KOCs Engaged
219,574
Total Reach
4.63%
Avg. Engagement Rate
The Challenge
With a flood of content during the CNY period, the key challenge was to develop a creative hook that would capture audience attention and encourage sustained engagement with SP Setia’s message.
Needle’s Solution
Needle thought of an innovative solution: a crossword puzzle linked to SP Setia’s properties. This unique approach provided each influencer with a compelling hook to keep their audience curious and actively involved with the content.
Platforms
Instagram, Facebook, XHS
Iconic British footwear brand Clarks launched a fresh collection and aimed to boost foot traffic to their re-opened physical store.
Campaign Outcome
20
KOLs Engaged
101,928
Total Reach
11.47%
Avg. Engagement Rate
The Challenge
To effectively boost offline visits with a cost-conscious approach, the campaign needed maximum reach within a geographically relevant audience.
Needle’s Solution
Understanding the power of localised recommendations, Needle pinpointed XHS KOCs with a strong fashion interest and presence in the Klang Valley. This strategic ensured the message reached the right audience, driving awareness of both the new collection and the store reopening.
Platforms
XHS
With the launch of a new series of coffee machines, Nespresso sought to enhance product visibility and demonstrate the practicality and features of their latest innovation.
Campaign Outcome
15
KOLs Engaged
42,619
Total Reach
4.01%
Avg. Engagement Rate
The Challenge
To effectively showcase the functionality of the machines and allow potential customers to envision their use, engaging video content was essential.
Needle’s Solution
Needle crafted a strategy centered around engaging XHS KOCs to provide authentic demonstrations of the Nespresso machines in various settings. Byrecipe sharing, the content became even more appealing and practical.
Platforms
XHS
Plenitude, a developer introducing their new property, The Marin, aimed to generate significant market attention and interest. They partnered with Needle to create impactful influencer campaigns.
Campaign Outcome
20
KOCs Engaged
42,030
Total Reach
3.70%
Avg. Engagement Rate
The Challenge
With limited KOCs actively promoting properties, the key challenge was to develop an authentic approach that resonated with audiences and avoided feeling like direct, unengaging product placement.
Needle’s Solution
Recognizing the need for genuine connection, Needle crafted a strategy empowering KOCs to share personal narratives. Approaches like “My Dream House” and “My House-Buying Plan” were woven into their content, naturally drawing in followers who were curious about the KOCs’ personal journeys and aspirations, subtly showcasing The Marin within that context.
Platforms
XHS
Cap Arnab, a local coffee powder brand known for its authenticity, embraced current trends by launching new products and expanding its digital marketing efforts.
Campaign Outcome
15
KOCs Engaged
19,851
Total Reach
1.38%
Avg. Engagement Rate
The Challenge
To increase brand exposure among a younger demographic that might be less familiar with Cap Arnab, a broader reach and enhanced product visibility were essential.
Needle’s Solution
To effectively engage both the Malay and Chinese markets, Needle crafted a targeted influencer strategy. We partnered with Malay KOCs on TikTok and Chinese KOCs on XHS. The content was strategically diversified, featuring scenarios of when KOCs enjoy Cap Arnab coffee and even showcasing dessert recipes made with the product.
Platforms
XHS, TikTok
Carlsberg aimed to increase visibility for their event, identifying XHS as the ideal platform to reach their target audience.
Campaign Outcome
32
KOCs Engaged
34,401
Total Reach
7%
Avg. Engagement Rate
The Challenge
Promoting alcoholic beverages in Malaysia and on XHS presents significant restrictions. The key challenge was to develop a content strategy that adhered to these regulations while still maximizing engagement and event awareness.
Needle’s Solution
Recognizing the sensitive nature of the promotion, Needle meticulously selected KOCs who aligned with the brand’s requirements and provided them with comprehensive guidelines to ensure full compliance. To facilitate timely promotion, as content was to be posted immediately following event visits, our team implemented proactive monitoring for swift content approval.
Platforms
XHS
Dr. Benji
Dr. Benji, a certified dermatologist in Malaysia, sought a content campaign to increase traffic to his clinic.
Campaign Outcome
60+
Content Pieces
Created In A Year
10x
Follower Growth
In A Year
100%
Organic
Insights
The Challenge
Marketing in the medical field faces significant advertising restrictions on various social media platforms. Additionally, the perception of doctors as serious and the complexity of skincare knowledge often present hurdles in creating engaging content.
Needle’s Solution
Through in-depth consultation, Needle identified Dr.Benji’s natural humor as a key differentiator. We crafted a content strategy that highlighted this engaging personality, making complex skincare information more approachable and his content eye-catching and shareable.
Platforms
Instagram
Dr. Lim Lei Jun
Dr Lim Lei Jun, a dedicated fertility specialist, aimed to expand their reach and connect with individuals seeking information and support on their fertility journey.
Campaign Outcome
40+
Content Pieces
Created In A Year
109k
Highest Reel Views Reached
100%
Organic
Insights
The Challenge
Similar to other medical fields, promoting fertility services often faces advertising limitations on social media platforms. Besides, the sensitive and often complex nature of fertility can make it challenging to create content that is both informative and emotionally resonant.
Needle’s Solution
Recognizing the need for empathy and clear communication, Needle developed a content strategy focused on explaining fertility topics and fostering a supportive online environment. We empowered Dr. Lim to share informative content in a compassionate manner, addressing common questions and offering guidance to those navigating fertility challenges.
Platforms
Instagram
Brother aimed to creatively market its label printers and labels through an influencer campaign, emphasizing the durability and unique selling propositions of their products compared to others.
Campaign Outcome
20
KOCs Engaged
26,702
Total Reach
2.50%
Avg. Engagement Rate
The Challenge
With significant existing online content about label printers and labels, the challenge was to develop a campaign that would stand out and capture audience attention in a novel way.
Needle’s Solution
Identifying the strong connection between home organization and label usage, we crafted a unique strategy. We engaged a professional home organizer to conduct a workshop with KOCs, naturally showcasing the benefits of Brother label printers within a practical context. This approach enabled KOCs to create genuine content from the perspective of having participated in an engaging and informative workshop.
Platforms
XHS, TikTok
Sunfert Fertility Centre recognised that many individuals interested in IVF lacked understanding of the process and were often deterred by perceived high costs. Their goal was to raise awareness and educate the public about preliminary tests available before committing to expensive treatments.
Campaign Outcome
8
KOCs Engaged
19,239
Total Reach
4.13%
Avg. Engagement Rate
The Challenge
Accurately identifying and engaging influencers who resonated with the target audience was crucial. Furthermore, a direct, in-person approach was needed to effectively address public concerns and provide comprehensive information about fertility options.
Needle’s Solution
Needle crafted a strategy combining online and offline engagement. We organized two interactive workshops featuring Sunfert’s fertility specialists. KOLs and KOCs were invited to attend, gaining in-depth knowledge about fertility testing and treatment options. This empowered them to create informed content encouraging the public to attend the workshops for firsthand information. Simultaneously, the workshops directly involved the public, providing valuable face-to-face consultations with the specialists.
Platforms
Instagram, XHS
Kantin Lab, a snack brand, joined the trend of giant-sized snacks for the Chinese New Year season.
Campaign Outcome
1
KOC Engaged
19,239
Packs Sold Out In 30 Minutes
The Challenge
With many visually focused giant snacks available, the key was to highlight a unique selling point beyond just appearance.
Needle’s Solution
We partnered with a foodie influencer, Miss Durian, focusing on the taste appeal of the snack. Initial content showcased its deliciousness, building anticipation before promoting a group purchase opportunity.
Platforms
Instagram
WE8THIS, a meal replacement brand offering balanced nutrients for busy individuals, sought to establish a strong online marketing presence and increase sales.
Campaign Outcome
1
KOL Engaged
31,630
Total Reach
427
Total Link Clicks
The Challenge
A key challenge was overcoming the common misconception that meal replacements are solely for weight loss, preventing a broader audience from understanding the product’s nutritional benefits and convenience for busy lifestyles.
Needle’s Solution
Needle crafted a strategy combining online and offline engagement. We organized two interactive workshops featuring Sunfert’s fertility specialists. KOLs and KOCs were invited to attend, gaining in-depth knowledge about fertility testing and treatment options. This empowered them to create informed content encouraging the public to attend the workshops for firsthand information. Simultaneously, the workshops directly involved the public, providing valuable face-to-face consultations with the specialists.
Platforms
Instagram, Facebook