Supermom x Aquina Farm

Winning the Organic Food Industry with Aqina Farm and Supermom

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Brand Introduction

Aqina Farm is a leading poultry producer operating in Malaysia and Singapore, specializing in premium kampung (village) chickens and MD2 pineapple cultivation. With over 20 years of experience, the farm prides itself on traditional breeding methods, raising chickens without growth hormones or antibiotic residues.

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Short Description

Supermom was tasked with driving awareness and engagement for Aqina Farm’s premium organic food products by leveraging its extensive network of parents and families. Through this partnership, Supermom aimed to increase brand awareness and talkability about Aqina Farm’s chicken essence products by fostering meaningful discussions within targeted, high product-fit communities through the power of KOM UGCs.

Through powerful and relatable user-generated content from Supermom KOMs pre-selected by AI-driven segmentation for high impact and user relevance, we amplified authentic experiences and testimonials from real, everyday women to strengthen Aqina Farm's brand storyline and market presence in Malaysia and Singapore reinforcing the brand’s commitment to high-quality, hormone-free, and antibiotic-free poultry solutions.

Objective:

With the growing emphasis on health and wellness shaping shopping preferences among Southeast Asian consumers, the demand for organic food has surged, attracting numerous new players vying for market dominance in this rapidly expanding sector. As a well-established leader in the industry, Aqina Farm aims to sustain its market leadership through effectively engaging with a new generation of young consumers using powerful UGC initiatives.

Solution:

Using Supermom's proprietary AI-Driven smart segmentation solution, we were able to segmentize high impact and strong relevance Key Opinion Mothers (KOMs) for a targeted approach to Aqina Farm's target audience.  We then activated these KOMs to truly capture their authentic moment of truth with Aqina Farm's products, amplified through a series of powerful UGCs that resonated well with Aqina Farm's target audience and synergized greatly with the brand's storytelling on digital spaces.

2 campaigns were organized with each focusing on a different Aqina Farm product line. Initially, the campaigns drew over 7.5x interest from the KOMs who wanted to participate, showcasing the accuracy of our AI-Driven Smart Segmentation Solution.

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Campaign Impact:

The Aqina Farm campaign was a strategic success, delivering strong performance across key marketing metrics and exceeding projected targets.

  1. High Brand Exposure : The campaign achieved extensive visibility, significantly enhancing Aqina Farm’s brand awareness and positioning within the organic poultry market.

  2. Robust Consumer Engagement : By fostering meaningful interactions, the campaign successfully drove consumer interest and discussions around Aqina Farm’s chicken essence products, strengthening brand affinity.

  3. Market Penetration & Amplified Reach (5.7x of Targeted Reach): The campaign effectively outperformed expected reach benchmarks, expanding brand presence and capturing a broader consumer base.

  4. Authentically Driven Advocacy: Leveraging user-generated content and influencer marketing, the campaign built credibility and trust among health-conscious parents, driving organic word-of-mouth marketing.

  5. Strong Media ROI: The campaign generated significant earned media value, maximizing marketing efficiency and optimizing return on investment through high-value exposure.

Overall, the campaign’s ability to drive awareness, foster engagement, and establish consumer trust demonstrates its effectiveness in strengthening Aqina Farm’s market leadership and brand positioning in a competitive organic food industry.

Activity/Channels:

Over the campaign period, we implemented a strategic and impact-driven approach to elevate Aqina Farm’s brand awareness and consumer engagement:

  • Targeted KOM Activations in Malaysia and Singapore: Engaged key opinion mothers (KOM) within SES A and SES B demographics, effectively connecting with health-conscious parents and driving meaningful interactions around Aqina Farm’s chicken essence products.

  • Strategic Content Integration in Parenting Communities: Leveraged high-traffic parenting platforms to amplify brand messaging, ensuring maximum reach and visibility among relevant consumer segments.

  • Authentic Product Showcases and Reviews: Facilitated real user-generated content through product demonstrations, testimonials, and firsthand experiences, enhancing brand credibility and consumer trust.

  • In-Depth Consumer Experience Sharing: Encouraged parents to share personal stories and product benefits, reinforcing the efficacy and value of Aqina Farm’s chicken essence through authentic, relatable insights.

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