#SinarUntukGaza was a humanitarian campaign by Beras ERA, where every purchase of Beras ERA Cap Sinar Timur contributed to relief efforts in Gaza. 10kg contributed RM1 and 5kg contributed RM0.50. The campaign ran from January to September 2026 and focused on Pantai Timur, where the brand has its strongest presence. iCookAsia Digital managed the social side of the campaign for the full nine months, covering content production, creator placement, channel management and performance reporting.
Campaign Overview
- Client: Beras ERA (ERA Foods)
- Product: Beras ERA Cap Sinar Timur
- Campaign: #SinarUntukGaza, a purchase linked humanitarian contribution
- Period: nine month campaign
- Market: Malaysia, with a primary focus on Pantai Timur (Kelantan & Terengganu)
- Scope: KOL sourcing and management, campaign video production, multi format adaptation, caption and copywriting, channel management across Facebook, Instagram, TikTok and YouTube, community page placement, and performance reporting
Strategic Objective
- Raise awareness of #SinarUntukGaza among Pantai Timur audiences
- Encourage participation in a way that felt natural, not transactional
- Reinforce Beras ERA as a community minded brand
- Keep the campaign visible across a long nine month window without fatigue
Execution & Collaboration Strategy
- Local voices first. We selected creators with genuine Pantai Timur audiences rather than national names, so the message came from inside the community it spoke to.
- Soft, respectful messaging. Content avoided graphic imagery, political commentary and hard selling. The campaign line was simple: help in the way you are able to.
- A campaign video set, adapted per platform. We produced the #SinarUntukGaza videos and cut each one into landscape for YouTube and the website, and portrait for Facebook, Instagram and TikTok, so every channel received a native version instead of a reposted crop.
- Captions written for participation. Each post explained the contribution mechanic clearly and invited audiences to respond, whether by sharing doa and words of hope or by joining the share and tag giveaway open to Kelantan and Terengganu.
- Staggered posting over nine months. Instead of clustering posts, we spread brand and creator content across the full campaign window, with fresh angles at each stage so the message stayed alive from launch to the final call.
- Community page amplification. A placement on a large Malaysian community page extended the campaign beyond brand and creator audiences.
- Tracked post by post. Every post was logged with reach, views and engagement, giving ERA Foods a clear view of what the campaign delivered.
From the Campaign
Results
- More than 1.2 million video views across brand and creator channels
- Close to 400,000 in reach
- More than 50,000 engagements
- 13% overall engagement rate
The campaign delivered on its awareness objective. Audience response through the first quarter was strong enough for ERA Foods to extend the run from three months to nine, and creator content carried most of the views, with engagement rates of 6% to 7% on the main TikTok posts.
Campaign delivered January to September 2026.