Brand Summary
Sushiro Malaysia is a F&B brand in the Japanese conveyor-sushi industry, newly expanding into the local dining market in Malaysia with their first store opening in January 2025. Our paid ads goal focuses on fast platform growth and driving high content engagement as the brand builds awareness and demand in Malaysia.
Overview
Sushiro Malaysia, a new entrant in the local Japanese F&B market, already demonstrated strong traction on Facebook—but continued to face lower engagement performance on Instagram.
Results
- Instagram like rate doubled
- Cost per Like dropped by ~20%
The Challenge
Brand postings are the same on Facebook & Instagram, but the different user behaviour and response to varying content types posed as a challenge. The goal was to optimize across multiple pillars—audience targeting, creative content, and budget allocation—to drive engagement targets.
Strategy
- Content Engagement Analysis
- Conducted month-on-month study of brand content to identify the menu item types that drove the highest platform engagement, even when it may not reflect the actual store sales.
- Compared monthly top- and low-performing creatives to identify optimal creative layout and visual style for different product types.
- Conducted month-on-month study of brand content to identify the menu item types that drove the highest platform engagement, even when it may not reflect the actual store sales.
- Audience Targeting & Rotation
- Tested non-traditional profile-based clusters (e.g., parents with kids, working adults near city-center).
- Rotated audiences to avoid fatigue and maintain consistent engagement on Instagram based on menu types.
- Focused on identifying high-engagement customer profiles that may fit the demographics visiting Sushiro at KLCC outlet.
- Dynamic Budget & Real-Time Performance Projections
- Used real-time post performance to estimate budget requirements; for example, by Day 2 of a promo, we could calculate the current like rate and determine the budget needed to reach a target of 1,000 likes.
- This approach improved efficiency in achieving like-rate goals, allowing budgets to be dynamically reallocated to top-performing posts and audiences.
