Food Tech / Health & Wellness · Singapore · 2022
Alchemy Food Tech: Building Singapore's Healthiest F&B Brand Through Social & Influencer Marketing
AKA Digital helped Alchemy Food Tech establish their Alchemy Fibre brand in Singapore through a multi-phase social and influencer campaign — creating viral content moments with SGAG and celebrity partnerships that drove mass brand awareness among health-conscious adults.
The Challenge
Alchemy Food Tech launched their Alchemy Fibre for Rice product into Singapore's competitive health food market as an unknown challenger brand. With limited distribution and a category-defining product, they needed social proof and mass awareness to drive trial among health-conscious Singaporeans aged 35+.
Our Approach
AKA Digital designed a social content engine built on three pillars: (1) a SGAG collaboration leveraging Singapore's largest comedy platform; (2) a celebrity partnership with Michelle Chong delivering high intensity video impressions; and (3) sustained paid social across Facebook and Instagram with A/B-tested video creative and programmatic retargeting.
The Outcome
Across multiple campaign flights from 2021 to 2022, Alchemy Fibre successfully grew its social presence during the launch of the new healthy Alchemy Fibre Rice, establishing itself as a recognized Singapore health brand. The SGAG campaign delivered a strong video completion rate, achieving more than 3× higher reach through celebrity engagement and video ads compared to carousel formats.
Technologies Used
AKA Digital Solutions Deployed
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