Cooltopia Cooling Water Ramadan Campaign
Submitted by SushiVid

Cooltopia Cooling Water Ramadan Influencer Campaign

Influencer Marketing

SushiVid worked with 20 influencers to place Cooltopia's cooling water inside the Malaysian Ramadan routine, and the agency reports the campaign reached 1M people.

44.3KViews

Case in 60 seconds

Cooltopia's cooling water is a herbal drink rooted in Chinese tradition and widely bought by Chinese Malaysians, while it is far less known among other communities, so the brand needed a route to a wider audience.

During Ramadan, Malaysian Muslims fast through long, hot days without water, so a drink believed to keep the body cool meets a felt need at buka puasa rather than asking an unfamiliar audience for curiosity, and SushiVid treats that timing as the insight that drove everything.

SushiVid positioned the cooling water squarely within the Ramadan routine rather than behind generic hydration messaging, presenting a traditionally Chinese remedy to a fasting audience at the moment its benefit is most felt.

SushiVid worked with 20 influencers who wove Cooltopia's cooling water into the rhythm of a fasting day, from the relief of buka puasa to staying cool through the heat, framing it around a Malay-Muslim audience's seasonal need.

SushiVid reports that the Ramadan-tied campaign reached 1 million people and generated 44,329 views, and says it beat the brand's engagement benchmark while putting the product in front of a new community.

Strategy Breakdown

Malaysian Muslims fasting during Ramadan, a Malay-Muslim audience beyond the Chinese Malaysian buyers who already knew the product.
The drink belongs to a Chinese tradition of cooling water against heatiness while the target audience was Malay-Muslim, so the work had to make one community's remedy relevant to another rather than present it as an outside custom.
Generic hydration messaging is the default for a drink, so SushiVid placed the product inside the Ramadan routine to give it a specific job rather than a general thirst claim.
The brand takes a practical role at buka puasa, quenching thirst and helping the body stay cool after a long, hot fasting day, which makes it part of the routine rather than an addition to it.
Fasting through hot days without water leaves people prone to dehydration, so the breaking of the fast is the moment the drink's cooling benefit is most felt and most easily adopted.

Creative & Execution System

Partners

  • SushiVid

Results & Evidence

MetricValue
Views44.3K views
Influencers Engaged20 influencers

Why SushiVid's strategy worked

  1. 1

    A product with a narrow community following can cross into a new audience when it is tied to a shared, seasonal need, because the need supplies a relevance that the product's heritage cannot supply on its own.

  2. 2

    Anchoring creator content to one specific daily moment, here the breaking of the fast, makes an unfamiliar product feel immediately useful, because the audience already knows exactly when it would reach for it.

  3. 3

    Crossing cultural lines works through finding the moment where the product helps rather than translating the original message, which lets a traditionally Chinese remedy keep its identity while serving a Malay-Muslim audience.

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