Overview
Overview
UFC Velvet is a well-known plant-based milk brand in Singapore, available across major supermarkets and e-commerce platforms like Shopee. In a category where shelf competition is high and consumer attention is limited, our role was to revamp the UFC Velvet Instagram presence and turn it into a high-performing, lifestyle-driven brand channel. We developed a versatile content strategy built on local insight, emotional resonance, and informative storytelling.
UFC Velvet is a well-known plant-based milk brand in Singapore, available across major supermarkets and e-commerce platforms like Shopee. In a category where shelf competition is high and consumer attention is limited, our role was to revamp the UFC Velvet Instagram presence and turn it into a high-performing, lifestyle-driven brand channel. We developed a versatile content strategy built on local insight, emotional resonance, and informative storytelling.
Challenges
Challenges
To transform a utilitarian product into a relatable, shareable, and desirable lifestyle brand, we needed to navigate several challenges:
To transform a utilitarian product into a relatable, shareable, and desirable lifestyle brand, we needed to navigate several challenges:
While plant-based options are growing, consumer engagement with daily-use staples like milk is often passive and price-driven.
While plant-based options are growing, consumer engagement with daily-use staples like milk is often passive and price-driven.
UFC Velvet needed to appeal to multiple segments: Gen Z health seekers, millennials with dietary restrictions, and busy moms looking for nutritional ease.
UFC Velvet needed to appeal to multiple segments: Gen Z health seekers, millennials with dietary restrictions, and busy moms looking for nutritional ease.
Some creative options were restricted—e.g., no frozen recipes—and coordination across freelance teams and production vendors was essential.
Some creative options were restricted—e.g., no frozen recipes—and coordination across freelance teams and production vendors was essential.
Service
Service
Strategic Content Planning & Execution
Strategic Content Planning & Execution
Brand Positioning & Messaging
Brand Positioning & Messaging
Creative Production & Direction
Creative Production & Direction
Influencer Marketing & Partnerships
Influencer Marketing & Partnerships
Performance Marketing & Analytics
Performance Marketing & Analytics
Approach
Approach
01.
Persona-Driven Content Strategy
We crafted content around audience personas, aligning with their wellness, convenience, and trust needs for authentic, impactful messaging.
01.
Persona-Driven Content Strategy
We crafted content around audience personas, aligning with their wellness, convenience, and trust needs for authentic, impactful messaging.
02.
Localised, Value-Driven Storytelling
We used authentic regional storytelling with product tips, health insights, and cultural elements like Hari Raya and Deepavali to create relatable, valuable content.
02.
Localised, Value-Driven Storytelling
We used authentic regional storytelling with product tips, health insights, and cultural elements like Hari Raya and Deepavali to create relatable, valuable content.
03.
Modular, Efficient Workflow
We built a scalable workflow with shared tools and meetings, using performance data to continually optimise ad spend and results.
03.
Modular, Efficient Workflow
We built a scalable workflow with shared tools and meetings, using performance data to continually optimise ad spend and results.
04.
Performance-Driven Content Planning
Data guided our approach—monthly analytics helped refine content, prioritise top formats like influencer reels, and optimise timing and visuals for better reach.
04.
Performance-Driven Content Planning
Data guided our approach—monthly analytics helped refine content, prioritise top formats like influencer reels, and optimise timing and visuals for better reach.
05.
Influencer & UGC Activation
We engaged local nano-influencers and encouraged user content to drive authenticity, community, and organic brand affinity.
05.
Influencer & UGC Activation
We engaged local nano-influencers and encouraged user content to drive authenticity, community, and organic brand affinity.
06.
Pillar-Based Content System
To ensure long-term scale, we built a content system around five pillars—Product, Recipes, Health, Humor, and Community—for consistent, relevant brand storytelling.
06.
Pillar-Based Content System
To ensure long-term scale, we built a content system around five pillars—Product, Recipes, Health, Humor, and Community—for consistent, relevant brand storytelling.
Result
Result
The UFC Velvet Instagram evolved from a static product feed into a lively, community-engaging brand channel. We saw consistent growth in post reach, improved story engagement, and high-performing collaborations with local nano-influencers. Through design clarity, humorous touches, and thoughtful messaging, UFC Velvet is now positioned as more than just a milk brand—it’s part of the everyday lifestyle of Singaporean consumers seeking healthier, plant-based alternatives.
The UFC Velvet Instagram evolved from a static product feed into a lively, community-engaging brand channel. We saw consistent growth in post reach, improved story engagement, and high-performing collaborations with local nano-influencers. Through design clarity, humorous touches, and thoughtful messaging, UFC Velvet is now positioned as more than just a milk brand—it’s part of the everyday lifestyle of Singaporean consumers seeking healthier, plant-based alternatives.
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