DEX · ROOTS
Nestle: Koko Krunch Bar
Recreating a Thai viral hit in Malaysia, with no TV, print or outdoor, just social and influencers.
- 12M Combined reach
- 290K Likes
- 31 Influencers
- 15% Engagement rate
The Challenge
Going viral, on social alone.
A new Nestlé product had launched first in Thailand as a viral success. The task was to repeat that momentum in Malaysia, building awareness rather than direct sales, entirely through digital and social, with no traditional advertising.
The Solution
31 voices, one hashtag.
With over 40% of Malaysians spending one to four hours a day on social networks, the team deployed 31 influencers across macro and micro segments, including celebrity parents and fitness personalities, to spark conversation using #kokokrunchbar through posts, videos and Instagram stories. The messaging leaned on childhood breakfast nostalgia and the convenience of a portable bar, with in-store availability synced to launch to convert intent immediately.
The Impact
High engagement, fast.
The 31 influencers created 40 posts that drew 290,148 likes and 1,651 comments for a combined reach of 12 million and a 15% average engagement rate , delivering strong visibility and positive brand associations across follower communities in a compressed timeframe.
A Thai viral hit, recreated in Malaysia on social alone.
