>45M
Views
Massive nationwide reach
Success Stories
Maggi turns everyday cooking
into stories that move Malaysia
during Ramadan
During Ramadan and Raya, Maggi sets out to bring its brand purpose closer to the hearts of Malaysians by celebrating the unseen love, effort, and creativity behind everyday home-cooked meals.
On TikTok, the brand translated this purpose into stories that felt personal, relatable, and culturally rooted through heartfelt creator-led narratives, inspiring recipe content, and interactive hashtag challenges that encouraged Malaysians to share their own cooking moments. By blending emotional storytelling with participatory content, Maggi sparked conversations, participation, and emotional connections across the nation throughout the festive season.
Results that speak for themselves
22s Avg.
watch time
Strong audience attention
7.2%
VTR
Above-benchmark video retention
Turning everyday family moments
into compelling creator stories
Maggi partnered with creators to turn everyday family moments into heartfelt stories, brought to life through a scripted series capturing suhoor mornings, warm iftar gatherings, and joyful Raya celebrations. By seamlessly integrating Maggi into these narratives, the brand delivered its message authentically, deepening emotional connections and reinforcing its presence in meaningful family moments.
Amplifying festive stories at scale
with TikTok’s Ramadan Raya package
To reach the height of the festive season, Maggi leveraged TikTok’s Ramadan Raya Package to maximize visibility and impact. By combining premium placements with creator-led content, the brand stayed present across key moments in the TikTok journey. This approach expanded reach, sustained attention, and drove stronger performance with consistently high watch times.
Inviting local people to co-create
the story of home cooking
Beyond storytelling, Maggi invited the locals to become part of the narrative. Through engaging recipe content and interactive hashtag challenges, users were encouraged to share their cooking moments, celebrate traditions, and tag loved ones. Supported by TikTok’s creative tools like Spark Ads and collaborative formats, this community-driven approach turned viewers into participants, boosting organic engagement and strengthening Maggi’s connection with local culture and everyday cooks.
Let's celebrate heartfelt moments and mindful connections on TikTok this Ramadan season. Seize the opportunity and prepare for Lebaran by fostering relevance with your audience through impactful content and ads. Stay ahead by adopting TikTok’s best practices and leveraging platform trends to make this Ramadan a success.