Lesaffre wanted a TikTok presence that speaks to bakers across Asia Pacific without feeling like a product catalogue. Since mid-2025, iCookAsia has managed Lesaffre APAC’s TikTok end to end: content strategy, recipe videos, motion graphics and infographics, posting, community management, TikTok ads and monthly reporting.
Campaign Overview
- Client: Lesaffre Asia Pacific
- Period: Launched August 2025 and still running
- Monthly content: 1 recipe video and 3 motion graphic or infographic videos
- Scope: Content strategy, scripting, recipe video production, motion graphics, posting and scheduling, community engagement, TikTok ads and monthly reporting
- Accounts: Lesaffre APAC and, from 2026, Saf-instant Philippines
- Markets: Malaysia, Singapore, Indonesia, the Philippines and wider Asia Pacific
Strategic Objective
- Build Lesaffre’s TikTok presence among home and professional bakers in Asia Pacific.
- Make yeast and baking science easy to understand and fun to watch.
- Keep the brand visible every month, and use ads to reach new bakers in each market.
Execution & Collaboration Strategy
- Recipe videos first: Monthly bakes like Pistachio Maritozzi, Matcha Melon Pan, Japanese Cream Sando and Focaccia Muffins show Saf-instant yeast in action and give followers something to bake.
- Motion graphics and infographics: Short animated videos explain topics like proofing, sticky dough, scoring and sourdough, and introduce products such as Saf-instant, Magimix and Livendo.
- Clear content pillars: Recipes, Baking Tips, Did You Know?, Product Features & Education, and Engagement & Community, plus festive greetings.
- “Yeast is the hero”: Working closely with Lesaffre’s regional team, we keep yeast at the centre of every story and avoid overly technical claims on social.
- TikTok ads on the best posts: We boost proven organic videos to baking and food audiences, using reach and video-view campaigns for education content and follower campaigns for recipes.
- Market-level targeting: Ad sets are split by country and interest, with a staggered monthly boosting schedule and monthly KPIs for views and followers gained.
From the Feed
Results (August 2026, organic and paid)
- Video views: 263,375 across Lesaffre APAC and Saf-instant PH
- Reach: 219,972
- Followers gained: 4,076 in one month
- Engagement rate: 8.84% on Lesaffre APAC and 7.30% on Saf-instant PH
- Lesaffre APAC followers: 7,685
Key Decision Points
- Recipes for reach, graphics for education: Recipe videos attract bakers, while motion graphics and infographics explain the science without a shoot for every post.
- Boost organic winners: Putting ad budget behind posts that already perform keeps costs down and results predictable.
- Built to scale: The same content and ads playbook now runs across two accounts, Lesaffre APAC and Saf-instant PH.