The client
Founded in 1977, POKKA Singapore has since become a leading beverage brand in Singapore and Asia-Pacific. Known for its innovation and quality, POKKA is a top player in the ready-to-drink market, with products now available in over 50 countries across Asia, the Middle East, and Europe.
The objectives
The objectives of this end-year campaign in the FMCG-F&B industry are:
- Increase awareness of POKKA’s take-home pack size variants.
- Boost product visibility and drive sales during the festive season by positioning POKKA as a top choice for gatherings and everyday enjoyment.
What was the campaign brief?
For this campaign, influencers were invited to bring POKKA Asian Drinks into their everyday gatherings.
The task: buy a flavour they love—POKKA Soya Bean, Herbal Tea, or Chrysanthemum Tea Less Sugar—and create a relatable Instagram post to showcase POKKA’s sharing and take-home packs.
Influencers captured two key moments in their carousel posts:
- A Great Moment: A fun shot with family or friends enjoying POKKA Asian Drinks.
- Drinks Toasting: A toast with POKKA drinks, celebrating togetherness.
Each post featured either large 1.5L bottles, packet drinks, or cans, giving followers a look at the shareable options POKKA offers.
In their captions, influencers shared why they picked their chosen flavour and what made it special. They mentioned unique benefits, like the preservative-free, GMO-free Soya Bean Drink, the 7-herb blend in Herbal Tea, or the real brewed Chrysanthemum Tea.
Through this campaign, influencers showed how POKKA brings people together, adding a personal touch to moments worth celebrating.
Why the Festive Season is Perfect for FMCG-F&B Marketing
For this year-end campaign, we aimed to make POKKA drinks a natural part of festive gatherings by using influencers who connect genuinely with their followers.
Here’s how we approached it:
Everyday Influencers, Real Connections
We chose influencers who feel relatable to their followers—friends or neighbours rather than celebrities. Their followers trust them, so when they show POKKA drinks at gatherings, it feels like a real-life recommendation rather than an ad. These “everyday influencers” help build a genuine connection that large-scale ads often can’t achieve.
Why Now? The Festive Season for F&B
The end of the year is a prime time for food and drink brands. People are hosting parties, attending family gatherings, and preparing for the upcoming Chinese New Year. Consumers naturally look for affordable, shareable options, making this the perfect time to highlight POKKA as an ideal choice for the season. Stocking up is in full swing, and POKKA offers familiar drinks people can enjoy together.
Creative, Relatable Content That Works
Festive campaigns allow for creativity. We encouraged influencers to share POKKA in real moments—like toasting at family dinners or enjoying a cosy get-together with friends. By showing POKKA as part of these special moments, followers can imagine it at their own gatherings, which makes the brand feel like a natural choice.
Why Instagram Posts?
Instagram posts are easy to share and visual, perfect for showcasing how POKKA fits into everyday life. Seeing POKKA in a relatable setting—shared among friends, included in a toast—helps people picture it in their own homes. Influencers, especially those with smaller followings, add a down-to-earth vibe, giving consumers a genuine look at POKKA in action.
Through relatable voices, festive timing, and real-life content, this campaign introduces POKKA as more than just a product—it’s part of the experience of coming together.
The results
- Strong Reach and Engagement: With 44 Partiposters, the campaign reached over 338,000 people, capturing attention across a broad audience.
- High Interaction: The posts generated over 9.22K engagements, reflecting strong interest and interaction from followers.
The takeaway from this campaign
This year-end campaign shows how influencer marketing can make an everyday product like POKKA a natural part of festive celebrations. By partnering with relatable influencers, we tapped into the spirit of togetherness, using genuine content that resonates with real audiences. The results speak for themselves: high engagement, strong reach, and increased brand visibility at the perfect time of year.
For FMCG brands, especially in the F&B industry, influencer marketing offers a unique way to build trust, drive awareness, and create memorable connections.
Ready to see how influencer marketing can work for your brand? Reach out to Partipost and start your journey today.