Playlist
Main Idea:
To build brand affinity and grow relevance among the Malay mass audience in Malaysia, OATSIDE partnered with Actstitude to create humorous, locally relatable TikTok content that entertains while subtly showcasing the brand’s playful personality.
Challenge:
The challenge was to craft storylines that could genuinely resonate with the Malay community. Content that feels familiar, easy to understand and effortlessly entertaining, all while staying true to OATSIDE’s unique tone of voice.
Strategy:
Our strategy was to collaborate with local influencers and celebrities to develop the Nasi Lemak Series, an entertaining and culturally relevant content format that subtly integrates OATSIDE. By weaving the product naturally into everyday scenarios, we positioned OATSIDE as a versatile, approachable brand suited for all ages.
Execution:
We produced short-form TikTok videos under a minute to maintain viewer retention, featuring the memorable Nasi Lemak Auntie persona. Alongside this, we crafted humorous, relatable content rooted in everyday Malaysian life – from office antics and light-hearted experiments to engaging street interviews to ensure a strong local connection.
Results:
Average of 1,000 views per video with about 10s average watch time.
your project into a success story.