Kita Masak, Kita Bersih!

For Ramadan/Raya 2024, we launched our biggest UGC driven campaign titled " #KitaMasakKitaBersih with 3M™ Scotch-Brite™ " in Malaysia & Singapore concurrently, the first of its own campaign that invites our customers not only to be part of a brand activation, but also lead and headline it.



The idea was harmonizing a traditional cookbook compilation, with a clean twist: 'Cook' your most-loved Ramadan/Raya dish, and 'Be Featured' with a big spotlight — Participants submitted their heartfelt recipes, alongside the genuine stories behind creating them. In return, not only were their recipes featured on our Fan-Feature Cooking/Cleaning Recipe Book, but also they were accompanied by the brand's role to educate the consumer about post-cooking cleaning by incorporating 3M™ Scotch-Brite™ products and their effective USPs, making this the very first of its kind of a cookbook to feature all fan-made genuine home-cooked recipes to the public and also educating consumers on how to clean post-meals properly & hygienically - Eliminating the fears of a kitchen mess after cooking a nice heartwarming meal.



Through this campaign, we successfully:

✅ Engaged our community by celebrating their culinary skills.

✅ Reminisce togetherness in the season of giving by highlighting fan-based stories behind every cooked dish ‘A recipe with a meaningful story’.

✅ Strengthened brand relevance during Ramadan by seamlessly linking cooking with cleaning.

✅ Created a first ever exclusive branded fan-feature cooking & cleaning cookbook.



This campaign not only helped strengthen the brand’s direction ‘Clean Changes Everything’, It resonates to our fans and makes cleaning easier so families can focus on what truly matters: Creating and sharing meaningful moments.



Impact:



???? Higher participation rates than usual with an increase of 310% (MY) & 220% (SG).

???? Social media buzz with 250% (MY) & 180% (SG) increase in overall engagements.

???? Cookbook distribution success, establishing long-term brand recall in homes.

???? Increase the genuine relationship between the brand and the consumer.

Through this initiative, we didn’t just promote our products—we touched a lot of families’ hearts and became a part of Ramadan/Raya tradition.