The Challenge
Dutch Lady wants to deepen its relevance with everyday Malaysian consumers by moving beyond traditional dairy advertising and into the spaces where modern audiences actually live: social feeds and live commerce. The objective was to drive both brand affinity and direct product sales simultaneously, without the campaign feeling like a hard sell. The brand needed a creative vehicle that could authentically embed Dutch Lady milk into daily life while also converting viewers into buyers at scale.
Strategy
Dutch Lady partnered with Khairul Aming, Malaysia's most beloved home cook and one of the country's most trusted creator voices. For Ramadan, Khairul Aming developed an overnight chia pudding recipe anchored around Dutch Lady milk, positioning the product as a wholesome household staple rather than a hard sell. The recipe format enabled organic product integration that leveraged his audience's deep trust in his culinary voice.
The campaign was extended into a TikTok livestream selling session, where his natural rapport with his community translated directly into purchase intent and drove exceptional live commerce results rarely seen at this scale.
The Results
- Recipe videos garnered 14.8m total views across Instagram and TikTok, with over 1.1m combined engagements.
- Achieved RM415,134 in GMV within 2 hours, breaking Dutch Lady's single-day sales record and reaching the All-Star highest performance tier.
- Delivered standout live commerce metrics: 1.28m viewers, 6.49 GPM, and 37% Live CTR.
- Ranked Dutch Lady as the Top 2 Shop across Malaysia's TikTok Shop and Top 1 Shop at GPMB in a single live session.