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units sold over 9 months
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Conversion Rate Achieved
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Outlets
Amplify Your Brand with Purpose-Driven Marketing
Overview
SugarBun, a household name in the food and beverage industry for over 40 years, operates more than 70 outlets across Malaysia, Brunei, and Singapore. With a strong legacy, the brand sought to deepen its connection with the community through a meaningful Corporate Social Responsibility (CSR) initiative. Our agency proposed and executed a Ramadan-themed CSR campaign, “The Joy of Ramadan,” which centered around gift-giving and community engagement. This initiative was brought to life through a compelling video, capturing the essence of generosity and brand values.
To amplify the campaign’s impact, we deployed a robust digital marketing strategy encompassing Facebook ad campaigns, content marketing, PR initiatives, and Key Opinion Leader (KOL) collaborations. By strategically targeting audiences aged 25-55, we ensured that SugarBun’s message resonated with its core consumer base, enhancing both brand loyalty and visibility.
The Challenges
Executing a CSR campaign that not only reflected SugarBun’s brand values but also translated into tangible engagement was a key challenge. The food and beverage industry is highly competitive, requiring a campaign that could cut through the noise and genuinely connect with audiences. Balancing brand storytelling with promotional objectives meant crafting content that felt authentic while driving measurable business outcomes.
Additionally, leveraging digital marketing to generate leads and conversions for a CSR initiative required a nuanced approach. The campaign had to not only create awareness but also encourage customer participation and drive foot traffic to SugarBun outlets. Ensuring high engagement across multiple digital platforms while maintaining consistency in messaging posed another layer of complexity.
Services
Approach
Results
The “Joy of Ramadan” campaign successfully positioned SugarBun as a brand that values community and social impact. Through a strategic mix of digital marketing efforts, we generated significant engagement, resulting in the sale of over 30 units within a nine-month period post-launch. The campaign achieved an impressive 85% conversion rate, demonstrating the effectiveness of targeted advertising and content marketing. By leveraging influencer partnerships and PR initiatives, we amplified brand awareness, reinforcing SugarBun’s presence in the food and beverage market.
This initiative not only strengthened SugarBun’s brand equity but also showcased the power of purpose-driven marketing in fostering consumer trust and loyalty. The campaign’s success further proved that well-executed CSR programs can drive meaningful engagement while positively impacting business outcomes.
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Units Sold Over 9 Months
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Conversion Rate Achieved
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Outlets