UGC Ideas To Hook Your Viewers This CNY

If there is one thing Malaysians love more than the festive season, it’s shopping for the festive season. And free stuff, of course.

With Chinese New Year right around the corner, marketers are stressing and scrambling to market their products and services in time for CNY shopping. TV ads and billboards—each with their own merits—are expensive and do not necessarily reach potential buyers, especially the online crowd.

So, marketers are turning to user-generated content (UGC) to quickly and meaningfully target their customers on social media. The difficult part is, however, identifying the kind of content that would resonate with Gen Z and millennial users who are shopping for the festive season.

The last thing you’d want is content that gets lost in the social void.

Having done creator marketing campaigns for brands like Bata, Dressing Paula, and Jade Pavillion, we’ve pinned down some content ideas to inspire your upcoming Chinese New Year campaigns.

For The F&B and Hospitality Brands

Foodie content is on the rise.

From chefluencers and cooking vlogs to food reviews and restaurant recommendations, the internet is hungry for a gastronomical experience. In the past year, we’ve seen a surge in popularity for creators like Nara Smith and Khairul Aming, whose primary content revolves around cooking. KLFoodie-esque accounts have also flooded our timelines with “5 cafes to try this weekend”.

F&B and hospitality brands should leverage this trend by engaging content creators to share their experience dining at the restaurants this Chinese New Year. Be sure to keep it genuine—that’s the appeal of UGC!

For The Fashion Brands

While foodies bask in their newfound fame, fashionistas are redefining the way we display and express our style on social media. From fitchecks to style moodboards, creators are freeing themselves from the grip of microtrends and tapping into their individuality.

Fashion brands should celebrate this movement by engaging with creators who have a unique sense of style to creatively showcase their clothes.

With over 75% of Malaysian consumers turning to content creators for product recommendations, brands should really consider the potential numbers UGC could bring to their businesses during the festive holidays, especially Raya.

According to Campaign Asia, 54% of TikTok users admit to buying a festival-related brand or product that was advertised on the platform during Ramadan. That's a huge number of sales within just one month!

If you're a brand looking to kickstart your Raya campaign with UGC, book a FREE 15-minute strategy call with us today 👾