The client
Founded by Celebrity Pastry Chef Daniel Tay, Cat & the Fiddle is Singapore's first premium Halal-certified cheesecake retailer, offering 20 varieties of gourmet cheesecakes—from classic New York to local-inspired flavours, and even a medley featuring 10 flavours in one cake!
The objectives
This Mother’s Day, we’re inviting audiences to celebrate by indulging in the best cheesecakes from Cat & the Fiddle. Through a TikTok campaign, we aim to reach as many people as possible by showcasing the unique flavours and premium quality that make our cheesecakes the perfect treat for loved ones.
The general goals of this campaign are:
- Maximise the number of posts and stories shared
- Achieve high engagement and view counts
- Drive significant traffic to both online and physical stores
What was the campaign brief?
For this Mother’s Day, influencers are invited to put their own spin on Cat & the Fiddle’s new Black Sesame Cake.
The task is simple: create a short TikTok video that captures the cake’s unique flavour and shares why it’s a great pick for this special occasion.
- Redeem & Review: Influencers will order the Black Sesame Cake online and bring it to life on screen, showcasing the smooth ordering experience.
- Share a Slice of Life: Whether it’s scrolling through the site, unboxing the cake, or enjoying it with family, influencers will share an organic, genuine experience that feels relatable.
- Highlight the Taste: From the creamy black sesame flavour to the hint of soy milk mousse, the goal is to make viewers taste it through the screen.
- Captions to Keep It Real: Keep it short, tag @catandthefiddlecakes, mention that it’s available online and in-store, and let the Mother’s Day vibes shine through.
This campaign is all about authentic moments that show why Cat & the Fiddle’s Black Sesame Cake is the perfect way to celebrate!
Harnessing TikTok’s Reach for FMCG-F&B Brand Awareness in Singapore
Our Mother’s Day campaign for Cat & the Fiddle’s Black Sesame Cake shows just how effective influencer marketing can be for FMCG-F&B brands, especially when tied to a celebration.
Here’s a closer look at why this approach is so impactful.
Celebration Campaigns Are Relatable All Year Round
Celebrations like Mother’s Day offer the perfect opportunity to capture consumers’ attention. People are actively looking for gifts, treats, and ways to create special moments. This makes them more open to recommendations, especially when they come from influencers they already trust.
Influencer marketing can tap into these occasions to help brands stand out as the top choice for thoughtful gifts or festive treats. With each holiday or event, there’s an opportunity for brands to connect with audiences through relatable, heartfelt content.
TikTok’s Unique Power to Drive Awareness
TikTok’s popularity has skyrocketed, especially in markets like Singapore, with users of all ages scrolling daily through short, creative videos. It’s a platform where discovery happens naturally; content often feels more organic and less polished than traditional advertising, which resonates with viewers.
For this campaign, TikTok was the ideal platform to reach audiences looking for fun, snackable content. The app’s short video format is perfect for showing off the cake’s unique texture, the excitement of unboxing, or a cosy celebration with family. Using TikTok helped us engage viewers in a way that feels genuine, letting them experience the product through the influencer’s eyes.
FMCG-F&B Brands Benefit from Influencer Marketing’s Trust Factor
For FMCG-F&B brands, influencer marketing is a powerful way to create a personal connection with consumers. Food and beverage products are inherently sensory, and it’s challenging to convey taste or texture through static images or text alone. Influencers bridge this gap by showing real reactions, sharing product experiences, and giving honest feedback that their followers trust.
For example, in this campaign, influencers didn’t just promote the Black Sesame Cake—they showcased it as a treat worth sharing with family, adding a personal layer to their posts. This helped to build trust in the product and position it as a go-to choice for a special day, which ultimately drives purchase intent.
Why TikTok Is Ideal for FMCG-F&B Brands
TikTok’s video-first nature is particularly advantageous for FMCG brands. A 20-second clip showing the texture of a cake or the joy of tasting it brings products to life in a way that traditional ads can’t. Plus, TikTok’s discovery algorithm favours engaging, authentic content, making it easier for FMCG brands to reach potential new customers who may not yet know the brand.
FMCG-F&B products are everyday essentials, but through influencer content, they can be shown as more than just “products”–they become part of shared, joyful experiences. A TikTok video of a family enjoying cake together is memorable and inspiring, positioning the product as something that adds value to life’s moments.
Creating Shareable, Word-of-Mouth Moments
TikTok thrives on shareable content. The format encourages users to repost, comment, and tag friends, which expands the campaign’s reach beyond the influencer’s own followers. With this campaign, we leveraged the celebratory angle, making it easy for viewers to imagine buying the cake for a special occasion.
When followers see content that feels authentic and relatable, they’re more likely to share it or try the product themselves. By highlighting Cat & the Fiddle as part of their Mother’s Day celebration, influencers helped create a word-of-mouth effect that goes a long way in building brand awareness and driving sales.
The results
- With 20 Partiposters, the campaign achieved a cumulative reach of over 175,000, effectively putting Cat & the Fiddle’s new Black Sesame Cake in front of a large, diverse audience just in time for Mother’s Day.
- The campaign generated over 64,000 views and 1,180 engagements, indicating high interest and interaction with the content. This level of engagement shows that the cake’s unique appeal resonated well with viewers, sparking curiosity and discussion.
- The combined reach and engagement metrics highlight how influencer marketing successfully built awareness and positioned the Black Sesame Cake as a “must-have” for the special occasion.
The takeaway from this campaign
The FMCG-F&B industry is primed for influencer marketing, especially during the high-energy end-of-year season and the fresh start of a new year, with celebrations like Mother’s Day, Christmas, and Lunar New Year bringing families together.
During these moments, consumers seek trusted, relatable recommendations, and influencers provide the perfect avenue for brands to capture this attention. By tapping into influencer marketing, brands can increase visibility, foster authentic connections, and drive sales as part of their year-end or new-year strategies.
Curious about how influencer marketing can drive growth for your FMCG brand? Reach out to Partipost to explore how we can help you craft impactful campaigns for the upcoming season.