Campaign Overview
- The “Bright Cow x Gigi Coffee” campaign was a cross-brand initiative executed on Aug 30, 2022, designed to leverage a live cooking – demonstration to promote local dairy products alongside artisan coffee culture.
- The primary promotional broadcast featured 1 key opinion leader (KOL), Chef Lin, who led the culinary demonstration.
Strategic Objective
- To support and amplify the primary collaboration event between Bright Cow and Gigi Coffee hosted at Wisma FGV.
- To showcase three accessible and unique recipes featuring premium products from FGV Dairy.
- To strategically grow the digital audience and follower footprint for the @Brightcow Facebook page and @brightcowmalaysia Instagram profile.
Execution & Collaboration Strategy
- Co-Branded Synergy: Positioned the fresh milk supply partnership (Bright Cow supplying 34 tonnes monthly across 35 Gigi Coffee outlets) as a foundational narrative for home-grown quality.
- Live Interactive Programming: A 1-hour Facebook Live session structured around real-time viewer engagement, product placement, and immediate audience Q&A with the chef.
- Multichannel Scripting: Deployment of targeted pre-event copy, event banners, and interactive chat scripts embedded with regional tracking hashtags (#BrightCowXGigiCoffee).
Final Performance Results
Total Video Views: 210 views.
Total Engagement: 89 actions.
Average Engagement Rate: 42.38% (calculated against total views).
Standout Performer:
The culinary host and Chef Lin generated exceptional real-time interest during the product specialty segments. Peak live viewership reached 17 concurrent users.
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