MISTER POTATO
LOCALISATION CAMPAIGN
SERVICES
Communication Strategy
Creative & Communication Planning
Creative Adaptation & Localization
Social Media Content Development & Production
Social Outreach & Community Engagement
Graphic & Motion Design
CLIENT & PARTNER
MISTER POTATO & CHEIL
DATE
SEP 2025 - DEC 2025
Background
Mister Potato is Malaysia’s leading snack brand, yet it entered Vietnam as a complete stranger while the local market was quite saturated. To spark an immediate connection, they focused on the vibrant K-pop community and partnered with SEVENTEEN, leveraging the group’s immense influence to drive brand desire and market entry.
The Mission
Our mission was to build the brand from the ground up. From Master Communication Planning to Asset Localization and High-impact Social Outreach, we aimed to transform an unknown name into a "must-hunt" icon for Vietnamese K-Lovers.
The campaign rolled out across social channels from 09 - 12/2025.
Moving away from traditional content delivery, we centered our strategy on an Experience Architecture with 3 experience layers:
HUNT > CHECK VAR > CHÌN CHÁ!?
HUNT: The Catalyst
Peaking during the launch phase in Sep with the
“National Hunting Movement” and mass awareness.
Impact: Successfully drove K-pop fans to explore our bold flavors at the very first touchpoint in the Vietnamese market, fueled by the desire for "idol-branded" sets.
CHECK VAR: The Momentum
Maintaining heat and verifying brand promises throughout Oct - Nov
Impact: Generated extensive social proof from KOLs through mukbangs and from consumers through challenges - effectively debunking taste skepticism and proving our "VAR-proof" bold flavors.
CHÌN CHÁ!?: The Resonance
Maintaining impressions from start to finish to convert interest into brand loyalty.
Impact: Built deep emotional loyalty by transforming initial interest into active advocacy. This culminated in thousands of product-focused UGCs competing for the SEVENTEEN Meet & Greet in Malaysia.
★The "Chìn chá!?" reaction became a signature brand asset for Mister Potato, ensuring long-term brand recall far beyond the campaign duration.
NEXT PROJECT
