Making Gen-Z Tap on Follow
Nissin Cup Noodles Social Media Revamp
To this
Not Like Other Brands
To be a successful brand on social media, you have to stop behaving like a faceless corporation. I led a team that reimagined Nissin Cup Noodles as a creator-first presence with content that entertained and sparked cultural relevance. We hopped on trends before other brands picked them up and made sure that Gen-Z was writing for Gen-Z. The product was used as a prop, not the punchline, seamlessly integrated into content rather than forced into it.
I also encouraged the team to include more reels in the content calendar without overwhelming the production team.
Topical Holidays
Valentine’s Day
If your “boyfriend” is actually a Hinge match who’s ghosting you, what do you gift him on Valentine’s Day?
Nissin’s #SituationshipStatusKyaHai brings you a charming and interactive choose-your-own-adventure game that tells you what kind of internet-age, hellish situation (Ghosted, Benched, Slow Faded) you’re likely to land in, and an anti-greeting card to send to your situationship.
The game allows you to make choices on the native Instagram app through a series of tags and accounts created exclusively for the campaign.
The campaign let me and my team experiment with a new format and dabble in game-building and user behaviour.
The Unfortunate Takeaway:
Although we made the game short, funny and easy to follow, included a gratification (free merch for five lucky participants) and usually got good engagement on our other posts, the campaign did not perform well.
We learnt to never expect a high degree of participation unless its a single post contest.
Diwaloween
How many sweets does it take to drive someone mad?
One lucky year, Diwali and Halloween fell on the same day. We capitalised on this once-in-a-blue-moon event with a high-budget parody trailer that I wrote and helped direct.
Teacher’s Day & Mother’s Day
Sometimes, simple sketches pay off more than expected (especially on Instagram).
Merch Drop x Influencer Campaign
Nissin wanted to launch merch that felt Gen Z, memorable, and worth talking about beyond social media. So... not want a basic T-shirt drop. We landed on two weird, playful products - a hands-free cup holder and a thumb-wrestling fighting ring.
To build buzz, we handed the merch out through on-ground games and vox-pops.
On social media, we used hook-led, scroll-stopping content to lead into giveaways and contests. using a mix of influencers and in-house cast. The films were intentionally made to feel unpolished and real with blurry footage, awkward framing and clips that looked like they were shot by strangers. Some leaned into the absurdity of the products, while others opened with chaotic or heated interactions to instantly grab attention before revealing the merch.
KFC Meta Trend Compilation
An idea that won my agency the KFC Pitch
Among many other tasks, KFC wanted my agency to promote their new chicken wings on Instagram while proving their in-depth understanding of social media culture.
Of course, we couldn’t just hop on a relevant trend and call it a day. I created a looping “fever dream” of internet culture, an amalgamation of current and past trends connected by vague, dream-like logic that transformed fleeting references into something timeless.
Making Gen-Z Tap on Follow
Nissin Cup Noodles Social Media Revamp
Not Like Other Brands
To be a successful brand on social media, you have to stop behaving like a faceless corporation. I led a team that reimagined Nissin Cup Noodles as a creator-first presence with content that entertained and sparked cultural relevance. We hopped on trends before other brands picked them up and made sure that Gen-Z was writing for Gen-Z. The product was used as a prop, not the punchline, seamlessly integrated into content rather than forced into it.
Topical Holidays
Valentine’s Day
Nissin’s #SituationshipStatusKyaHai brings you a charming and interactive choose-your-own-adventure game that tells you what kind of internet-age, hellish situation you’re likely to land in, and an anti-greeting card to send to your situationship.
Diwaloween
One lucky year, Diwali and Halloween fell on the same day. We capitalised on this once-in-a-blue-moon event with a high-budget parody trailer that I wrote and helped direct.
Merch Drop x Influencer Campaign
Nissin wanted to launch merch that felt Gen Z, memorable, and worth talking about beyond social media. We landed on two weird, playful products - a hands-free cup holder and a thumb-wrestling fighting ring.
KFC Meta Trend Compilation
An idea that won my agency the KFC Pitch
I created a looping “fever dream” of internet culture, an amalgamation of current and past trends connected by vague, dream-like logic that transformed fleeting references into something timeless.