XAM Creative
Start a project

A 360 campaign, a chef's cookbook and 50+ KOCs for Ottogi.

Five workstreams for the Korean food brand in Vietnam: an integrated 360 campaign for the black bean noodle hero product, a branded cookbook with a 5-star master chef, video series, six months of social content and a 50+ KOC programme.

Client
Ottogi
Industry
Food & beverage
Timeline
2021 – 2022
Disciplines
Integrated Campaign · KOL & KOC · Production · Social & Content
Projects
5
Project 01 · Integrated Campaign · KOL & KOC

Ottogi – Marketing 360 Campaign 2021–2022

01

Scope of work

  • Market research and key message development
  • Campaign ideation and content direction for the hero product
  • Integrated execution across social media, in-store and on-ground channels
  • KOC/KOL activation and social media planning
  • POSM design and in-store experience concept
  • Timeline setup, media budget allocation and KPI planning
02

Impact & results

  • Achieved strong brand visibility across online and offline
  • Boosted social engagement with KOC/KOL activations
  • Increased in-store footfall and consumer trials during the campaign period
  • Generated high recall and positive sentiment for the black bean noodle hero product
  • Provided a scalable campaign framework for future products
Project 02 · Production

Ottogi – Branded Cookbook with a 5-Star Master Chef at Caravelle

7Signature recipes
3Channels: social, retail, PR
01

Scope of work

  • Concept & recipe co-development with the chef
  • Food styling & on-site photoshoot
  • Editorial layout & visual storytelling
  • Delivery in print-ready & digital formats
02

Impact & results

  • Premium cookbook with 7 Ottogi-based recipes
  • High-quality imagery under chef-led styling
  • Versatile asset for social, retail & PR use
  • Strengthened brand engagement through lifestyle content
Cover of the Ottogi branded cookbook
Cookbook contents page and chef introduction
Cookbook spread: Ottogi sweet potato noodle salad
Cookbook spread: Ottogi glass noodle salad with shrimp
Project 03 · Production · Social & Content

Ottogi – Instant Noodle Video Series Production

01

Scope of work

  • Concept & scripting tailored for short-form social video
  • On-site shooting & direction with lifestyle and product focus
  • Full production: food styling, editing, motion graphics
  • Optimization for engagement on Facebook
02

Impact & results

  • High-performing video series featuring Ottogi noodles
  • Generated strong engagement & shares across social platforms
  • Boosted product visibility and brand relevance among young audiences
  • Created versatile content for ongoing digital campaigns
Ottogi spicy rice cake cup noodles styled with chillies
Ottogi cheese rice cake noodles video frame
Ottogi level-12 spicy noodle video frame
Video 1 Video 2 Video 3
Project 04 · Social & Content

Ottogi – Social Content Direction & Activation Campaign

01

Scope of work

  • Strategic planning & content direction for 6 months
  • Cross-platform content creation (branding, education, engagement)
  • Production of visual assets & short-form video series
  • Organized interactive activities: minigames, contests, UGC campaigns
  • Coordinated with PR, KOLs and digital media for amplification
02

Impact & results

  • Built a consistent & engaging brand presence across platforms
  • Increased community interaction through gamified content
  • Strengthened brand awareness via earned media and influencer support
  • Drove sustained engagement & relevance over a 6-month period
Ottogi black bean noodle social post
Ottogi Jin jajang noodle social post
Ottogi black bean noodle social visual
Ottogi Korean sweet potato noodle social post
Ottogi roasted seaweed social post
Ottogi mayonnaise weekly dish social post
Project 05 · KOL & KOC

Ottogi – KOC Booking

50+KOCs booked
01

Scope of work

  • Strategically selected & booked 50+ KOCs across food, lifestyle & mom communities
  • Managed briefing, content guidelines & publishing timeline
  • Coordinated native-style content aligned with campaign themes
  • Tracked performance metrics & optimized engagement
02

Impact & results

  • Expanded campaign reach via diverse KOC audiences
  • Boosted credibility through authentic, relatable storytelling
  • Generated strong organic engagement & brand conversations
  • Strengthened Ottogi's presence across multiple online communities
KOC cooking Ottogi noodles at home
KOC unboxing Ottogi noodles
Video 1 Video 2 Video 3 Video 4 Video 5
Let's talk

Want results like these?

Tell us where you are now and we'll come back within 24 hours with a first view.

Start a conversation All work
Next case Kikkoman A chef-led cooking class, 15 livestreams and a celebrity film for Kikkoman.