Situation
Isey Skyr, an Icelandic dairy brand, made its entry into the Hong Kong market in 2023. The “skyr” by Isey Skyr is a super dairy product, which is made with more than three times the amount of milk that goes into typical yoghurts. This ensures an exceptionally high level of protein in skyr. However, the brand faced challenges of fierce competition with other yogurt brands and limited brand awareness.
Results
MSPRG created a marketing communications and PR campaign with a strong emphasis on securing media coverage about its debut in Hong Kong and forming influencer collaborations, aimed at increasing brand awareness, promoting the importance of a healthy diet, and boosting engagement and followers on Instagram and Facebook.
Our team secured a dozen key opinion leader collaborations over 1.5 months, including nutritionists, fitness influencers, and parents, who were strategically selected for their audiences. The influencer collaborations generated a wealth of positive feedback for the brand and the brand was mentioned in a series of engaging content posts, stories, and reels on Instagram and Facebook. Our team also secured coverage from top-tier local business and lifestyle media, including Hong Kong Economic Journal and Weekend Weekly.
