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Koh-Kae (Malaysia)
Digital Marketing Strategy 2025
A comprehensive plan to boost KOH-KAE peanuts' presence in Malaysia. Targeting both Malay and Chinese markets, the strategy focuses on festive campaigns, everyday snacking, and health-conscious messaging.

The Social Media drives awareness and serve as a lead to merchant place, the on ground activity serve as a taste awareness & brand engagement with Target audience.

Our first year intention is to establish Branding efforts capturing important key festive season, and key snacks shopping moments.

by Emily Lim

Content Pillars
Don't flood the followers with lots of postings but to connect with meaningful short videos monthly.
1
Festive Campaigns
Align with Chinese New Year and Ramadhan. Share recipes and limited-edition products.
2
Snack Time Moments
Position as go-to snack for work breaks, study sessions, and movie nights.
3
Healthy Indulgence
Highlight nutritional benefits for health-conscious consumers. Share protein-rich snack ideas.
4
Shopee Deals (11.11)
Drive traffic through flash sales and exclusive promotions on the platform.
January - February Activities
1
Chinese New Year Campaign
Launch limited-edition gift packs and festive recipes. Collaborate with influencers for short videos.
On Ground activation with Social AR Game (Targeting Gen Z 18-25yo)
2
Shopee Flash Sale (CNY & 2.2)
Run week-long sale with promo codes and bundle deals. Host live sessions with influencers.
March-April Activities
1
Ramadhan & Hari Raya Campaign
Focus on KOH-KAE as a sharable snack for Iftar and Raya gatherings.
On Ground activation with Social AR Game (Targeting Gen Z 18-25yo)
2
Meta Ads & Reels Campaign
Run video ads showcasing joy of sharing KOH-KAE during gatherings.
3
Shopee Flash Sale & Bundles
Offer multipacks and festive bundles with promo codes for bulk orders.
May - June Activities
Snack Time Campaign
Showcase KOH-KAE as ideal for study breaks and work-from-home moments. Use story posts and snack-pairing guides.
Shopee "Snack of the Month" Promo
Feature a selected flavor monthly with a discount. Promote through Meta and Shopee app banners.
July - October Activities
Healthy Snacking
Promote health benefits through infographics and simple recipes. Target students and office workers.
Giveaways
Host monthly giveaways on Meta to encourage #KohKaeMoments sharing.
5 star Shopee review Campaign
Strengthen shopee stores 5 star review by incentivising customer to drop 5 star reviews.
November & December Activities and Metrics
On Ground Activation - Objectives
Increase Taste Trials
Many have not even tasted Koh-Kae before.
"Try-All"
Challenge Target audience to try as many of our Koh-Kae flavours
Gen Z Focus (18-25yo)
High Snacking Generation
(Longer lifetime purchase cycle)
Gen Z Insights
Power Snackers
Gen Z represents the strongest age group for snack purchasing and consumption
Sharing Culture
Friends-to-friends sharing is a core behavior, especially in campus environments
Social Trend Seekers
Highly engaged with social challenges and quirky fun experiences
29% of Malaysians are Gen Z 18-25yo
Malaysian Gen Z prioritizes getting the most value for their money when shopping.
Selection of Public & Private Universities
Private Universities
- largest segment is Malaysian Chinese
- Usually Higher Buying Power
- Will follow Chinese cultural flavours
*Nori Wasabi / Mala Spicy Hot Pot etc
Public Universities
- largest segment is Malays
- Usually Middle to lower Buying Power BUT high purchaser of Snacks & Fast Food
- Will follow Malay cultural flavours
* Tom Yum / Durian / Ovaltine
Chinese New Year & Ramadhan Idea (2 Locations)
Play on the Spot at the Pop Up Stall! (Random Flavour generator) - Location Private Uni / Chinese / optional Groceries stores
1
1️⃣ Scan & Register
Scan the QR code and register yourself to build our database
2
2️⃣ Spin to Win
Spin the Virtual Koh Kae Wheel to discover your taste flavour
3
3️⃣ Get Your Virtual AR Effect
Experience a unique virtual effect matching your flavor (e.g., MALA Spicy Hot Pot shows your face wearing Koh Kae Character Spectacles with fire effects!)
4
4️⃣ Share & Receive
Post and tag @KohKae to receive:
  • Free product sample
  • Ang Pow packet with special promo code
Universities Activation (6 Locations)
Massive Taste Trial Sampling at University Campuses
Pickle Ball Challenge
Bat the Koh Kae Ball to your Flavour of Choice! Test your skills and win your favourite flavor.
Blind Taste Adventure
Trust your Tongue, Not EYES! Experience pure flavour in our exciting blind taste test challenge.
Mystery Bundle Deal
Super Student Price: Buy our special Blind Bundle Packs - every purchase is a surprise with random delicious flavours!
Monthly Costing for Marketing Services (2025)
*inclusive of 8% SST - Currency in MYR
*does not include any 3rd party research or merchant management tool
*price quoted in MYR currency ( Est : THB 2.15M )
Thank You
We appreciate your interest in our services.
We look forward to hearing from you.
+60123753838