Video-led content and awareness campaigns that put a 1969 bak kut teh name in front of 1.5–2.5M people.

Song Fa has been serving Teochew-style bak kut teh since 1969, when the founder ran a single pushcart, and the name is familiar enough in Singapore that most people can picture the bowl before they picture the shopfront. Familiarity is not the same as attention. The audience deciding where to eat now scrolls short-form video, where a heritage brand sits alongside a constant feed of new restaurants, hawker finds and food creators competing for the same few seconds. Holding that space needs a publishing rhythm that is hard to sustain in-house alongside running a kitchen: content shot for vertical feeds rather than lifted from a menu shoot, posted often enough to compound, with paid support behind the pieces that earn it.

Put the brand in front of a materially larger audience on Meta and TikTok, build a dependable pipeline of video-led content around the dish and the ritual around it, and make that content worth passing on rather than merely watching. Saves and shares mattered here as much as raw views: they are the signal that a piece travelled beyond the people it was served to. Success was measured in reach, video views and save and share rate — awareness metrics — rather than direct sales.

We took over day-to-day social media management, setting the content calendar, posting cadence and community responses across the brand’s channels. Our team produced original video, photography and design built around the bak kut teh ritual — the pour, the peppery broth, the dough fritters and the table it all lands on — shot vertical-first for the platforms it was made to live on. The pieces that earned attention organically were amplified with awareness campaigns across Meta and TikTok, tuned toward cost-efficient reach and video completion rather than raw impressions. Influencer and creator collaborations carried the brand into food audiences it did not already own, in a voice those audiences already trust. Throughout, production and media budget were reallocated toward the formats and hooks the numbers favoured, so each month’s content was informed by the last rather than starting from scratch.

Over five to six months the work reached 1.5–2.5M people and generated 3M+ video views, with saves and shares holding above 3.5% — an audience not just reached, but engaged enough to pass the content on to someone else.

See the rest of our client work on the case studies page.