Chilled dairy brand Lactel Malaysia has appointed Kingdom Digital to handle social media duties for a year following a pitch in June, which saw three other agencies vying for the account. The agency’s main objectives include increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand.
According to the brand, Kingdom Digital stood out with its strong, creative pitch and well-rounded teamwork. "The agency's consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life - food," the brand said.
Lactel explained that it is focused on building trust with its consumers and that there is a need to increase regional brand awareness for its growing portfolio of products. "Through Kingdom Digital's social media strategy, we believe we can connect with consumers organically and make meaningful impact as a lifestyle brand," it added.
Kingdom Digital's strategic planner, Mior Anwar, said consumers insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item. "Due to that, we wanted to emphasise how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate," Mior said.