Case Study · FMCG · Chinese New Year Campaign
Kewpie Dressing CNY DIP-LICIOUS
Kewpie Dressing CNY DIP-LICIOUS was a creator marketing campaign for Kewpie in Singapore. YIJIEN coordinated the strategy and execution across Creator social content. The published results include 10 Creators; 20+ Deliverables; 142K+ Campaign Reach. This page documents the campaign context, approach, deliverables and outcome signals available in YIJIEN’s original case-study record.
- Brand
- Kewpie
- Industry
- FMCG · Chinese New Year Campaign
- Location
- Singapore
- Campaign type
- Creator Marketing
- Platforms
- Creator social content
Background
Campaign background
Kewpie Dressing CNY DIP-LICIOUS was a FMCG · Chinese New Year Campaign campaign for Kewpie in Singapore. The documented campaign used creator marketing across Creator social content. Chinese New Year needed more than an ad, it needed a seat at the reunion table. Food, family and lifestyle creators folded Kewpie Roasted Sesame Dressing into real hotpot nights, festive recipes and healthy meal ideas. Authentic moments consumers could recreate at home, not a product placement.
This dedicated page expands the structured facts already published in YIJIEN’s case-study collection. It separates the campaign context, challenge, approach, delivery and results so brand teams can evaluate work relevant to FMCG · Chinese New Year Campaign and Creator Marketing.
Challenge
What the campaign needed to address
Chinese New Year needed more than an ad, it needed a seat at the reunion table.
The practical requirement was to translate that context into a coordinated creator marketing programme for Singapore, while keeping the work suitable for Creator social content and measurable through the available campaign indicators.
Strategy
The strategic approach
Food, family and lifestyle creators folded Kewpie Roasted Sesame Dressing into real hotpot nights, festive recipes and healthy meal ideas.
YIJIEN connected the brand, audience, channel roles and delivery requirements under a creator marketing approach. The strategy used the documented campaign context and ensured each execution element contributed to the same market-facing objective.
Execution
How the campaign was delivered
Authentic moments consumers could recreate at home, not a product placement.
Execution was coordinated across Creator social content. YIJIEN managed the relevant campaign workflow, delivery dependencies and results reporting reflected in the original published record.
Deliverables
Campaign scope and deliverables
- Creator Marketing strategy and campaign planning
- Creator social content coordination
- Creator, KOL or media coordination
- Campaign management and delivery
- Measurement and results reporting
Results
Documented campaign results
Results are reproduced from the existing YIJIEN case-study record and are not presented as guarantees for future campaigns.
Creators
Deliverables
Campaign Reach
Industry and market
Where this work fits
Brand
Kewpie
Industry
FMCG · Chinese New Year Campaign
Location
Singapore
Platforms
Creator social content
Related services
Explore the campaign capabilities
FAQ
Questions about this case study
What was the background to the Kewpie Dressing CNY DIP-LICIOUS?
Kewpie Dressing CNY DIP-LICIOUS was a FMCG · Chinese New Year Campaign campaign for Kewpie in Singapore. The documented campaign used creator marketing across Creator social content. Chinese New Year needed more than an ad, it needed a seat at the reunion table. Food, family and lifestyle creators folded Kewpie Roasted Sesame Dressing into real hotpot nights, festive recipes and healthy meal ideas. Authentic moments consumers could recreate at home, not a product placement.
What challenge did the Kewpie campaign address?
Chinese New Year needed more than an ad, it needed a seat at the reunion table.
What strategy did YIJIEN use?
Food, family and lifestyle creators folded Kewpie Roasted Sesame Dressing into real hotpot nights, festive recipes and healthy meal ideas. The campaign was structured as creator marketing for the documented audience and market context.
What did YIJIEN deliver?
Creator Marketing strategy and campaign planning, Creator social content coordination, Creator, KOL or media coordination, Campaign management and delivery, Measurement and results reporting.
What results were documented?
10 Creators; 20+ Deliverables; 142K+ Campaign Reach.
Related work
More relevant case studies
References
Source references
- YIJIEN Marketing case-study collection: Kewpie Dressing CNY DIP-LICIOUS — original campaign summary, facts, platforms and KPIs.
- YIJIEN Creator Marketing service — related service scope and delivery framework.
- YIJIEN Strategy Team profile — authorship and review methodology.
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