#memangOHSEM campaign

In Malaysia

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Dutch Lady identified 'tweens' (8-12 year-old pre-adolescents) as household influencers for its Purefarm 200ml product. While Dutch Lady is the milk beverage of choice for moms, it isn't a relevant or top of mind brand for tweens, who are a difficult segment to catch, being too young for Facebook and Google targeting.


We built #memangOHSEM, a social ecosystem designed to get the attention of tweens, supported by the influencers they were likely to listen to – tween/teen KOLs.

Dutch Lady MemangOHSEM - Lion & Lion

Organic postings through Instagram via @dutchladymy and KOL postings sought to drive engagement with tweens, while Facebook postings encouraged product redemption from parents both online and via roadshows, where Facebook Live was also utilised.

Dutch Lady Malaysia Instagram - Lion & Lion



Non-incentivised user-generated submissions


Positive campaign mentions


Increase in fan base


Organic reach on Instagram

With the primary goal of building a community among tweens, the campaign achieved milestones across various metrics such as +600 non-incentivised user-generated submissions, +97% positive campaign mentions, well over 10.5k increase in the fan base, and +50.4k organic reach on Instagram.