Retainer
Social Media
Content Strategy
More about this project
F&N Carbonated Soft Drink
F&N is a heritage soda brand entering a new generation of consumers, competing in a category dominated by culturally embedded global players.
Social Media Retainer & Digital Campaign
2024 – Present
The brand had presence, but not a role. Content existed, but didn’t connect. Campaigns ran, but didn’t stick. In a space where competitors already own culture and occasions, F&N was still behaving like a brand, not like part of the conversation.
Instead of pushing messages, we rebuilt how the brand shows up. We shifted from brand-led communication into culture-led participation. From isolated content into a system that compounds. From being seen to being part of moments.
• Trend-Native Content
We adopted the language of the audience. Relatable phrases, everyday tone, and conversational formats became the entry point.
• REntertainment-First Approach
Content was designed to entertain first, sell second. Making the brand part of the story, not the center of it.
• Relatable Everyday Moments
We anchored content in simple, real-life situations that audiences instantly connect with.
• Cultural Activation System
Key moments like Chinese New Year and Ramadan were transformed into participatory mechanics, not just communication moments.
• Low-Friction Engagement Mechanics
From comment-to-join to mini quizzes, we reduced effort and increased participation.
• KOL as Cultural Translators
Collaborations were not just for reach, but to make content feel native, credible, and scalable.
As the brand began to operate within culture, content shifted from being seen to being engaged. Participation grew through formats that felt natural to the audience, lowering barriers and increasing interaction organically.
This approach enabled more consistent visibility over time, with TikTok emerging as a key growth driver, turning everyday content into sustained momentum rather than one-off spikes.
