Jasmine “Cilik Celik Ramadan 2026”

The Jasmine “Cilik Celik Ramadan 2026” project was a community-led amplification campaign designed to weave Jasmine’s heritage into the fabric of Malaysian family life during the holy month. By leveraging trusted parenting voices rather than traditional commercials, the campaign achieved genuine organic resonance across TikTok and Instagram.

Campaign Overview

• Campaign Period: Feb 20, 2026 – Mar 27, 2026.
• Total Number of KOLs: The campaign successfully engaged 20 niche, parenting-focused KOL seeders to amplify the series.
• Scope: A 5-week organic seeding campaign supporting the 5-episode “Cilik Celik Bersama Jasmine” Ramadan/Raya series.

Strategic Objective

• Primary: To maximize awareness, reach, and views for the Jasmine Ramadan series through strategic community-led amplification.
• Secondary: To position Jasmine as a family-first, values-driven brand and educate audiences on key products (Jasmine Sunwhite Fragrant Rice, Ketupat Mini, PusaCream, and Santan Kelapa) in a subtle, relatable way.

Execution & Collaboration Strategy

• Seeding Model: Shifted from traditional content creation to a “KOL Seeding” model. Selected KOLs acted as amplification partners, reposting or reacting to original content with their own authentic parenting reflections.
• Authenticity First: To preserve trust, iCookAsia provided general caption guidelines rather than rigid scripts, allowing KOLs to share personal “parenting reflections” and Ramadan lessons for children.
• Cross-Platform Focus: Primary execution on TikTok, supported by Instagram collaborations (e.g., with @skilasyakila) and stories.

Sample KOL Content

Final Performance Results (Purely Organic)

• Total Video Views: 252,241
• Total Engagement: 8,463
• Average Engagement Rate: 3%
• Standout Performer: Kamarulzaidi was the top-performing KOL, single-handedly generating 159,366 views and 3,624 engagements.

Key Decision Points

• Niche Selection: Opted for nano-to-micro KOLs (3,000 – 30,000 followers) within the parenting and education niche to ensure high credibility and relevance rather than broad, mass-market entertainment reach.
• Seasonal Adaptation: Strategic scheduling accounted for the Hari Raya period when online activity traditionally shifts to offline celebrations and travel.