Kewpie Malaysia Social Media Management

about the brand

Kewpie Malaysia is the country’s leading mayonnaise brand, known for its signature creamy texture, rich umami flavor, and Japanese-quality standards. As a trusted household name, Kewpie offers a variety of dressings, spreads, and sauces that elevate everyday meals. With roots in Japan and a strong local presence, Kewpie continues to inspire creative cooking for all Malaysians

objectives / challenges

Although Kewpie is already well-known as the No. 1 mayonnaise brand in Malaysia, the brand aimed to:

1. Engage loyal customers online and bring them onto social platforms
2. Sustain and strengthen market leadership in the mayonnaise category
3. Expand brand relevance beyond niche users to appeal to a mass Malaysian audience
4. Create meaningful and valuable content that not only promotes products but also inspires creativity in the kitchen

Our Approach / Strategy

To help Kewpie grow their digital presence and deepen consumer engagement, we executed a holistic strategy that included:

Platform Management: Actively managed Facebook, Instagram, and TikTok with platform-specific content

Content Strategy & Development: Created educational, aspirational, and relatable content tied to cooking and everyday meal prep

User-Generated Content: Encouraged real users to share their Kewpie recipes and experiences to boost authenticity

Social Ads Management: Ran high-performing ad campaigns on Meta and TikTok to amplify content and drive conversions

Giveaway Campaigns: Managed seasonal contests and giveaways to increase participation and reach

Recipe Video Production: Produced delicious, visually engaging recipe videos to showcase product versatility

Recent Projects Showcase

Explore how we helped Kewpie inspire Malaysians with everyday meals and elevate the brand beyond mayonnaise.

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