M&S Coconut Cream Launch

Introduction to Campaign (Challenge)

Understanding the needs of the market for a new innovative product, M&S came out with convenient Coconut Cream product. Unlike coconut milk, coconut cream is a thicker version of coconut milk with richer texture. In Malaysia, coconut cream is not readily available and there are also less competition as coconut cream are usually imported.

The Solution

To kick-off the launch of the product, the brand launched its first PR campaign to position the product as a healthy options for the health conscious to indulge themselves while enjoying the nutritional benefits of coconut cream.

As the product is relatively unknown, the brand also engaged 14 influencers to demonstrate the product usage for them to showcase the wide range of applications for the product which the brand could also share on their own platform.

The brand also had the opportunities to create product trial beyond their own platform. Followers of influencers were given the chance to participate in a contest where they could win product samples to try out the products.

The Result

The campaign lead to 15 media mentions with PR Value of RM374,000 and 737 new followers on their social media platform.