Explore how Nihilent’s brand and marketing practice changed how consumers saw a spicy instant noodle variant, using a live content studio to reach 18 million impressions and lift brand recall by 35%.
Service
Brand & Marketing Transformation
Vertical
Energy
Region
Asia
Tech Stack
Live Content Studio, Social Listening, Trendspotting, A/V Content Production, Campaign Analytics
The client is a global food and beverage company, and the brand is one of the best known instant noodle names in India. Its content studio produces photography and video for the brand. One variant was seen simply as the spicy option, and the brand wanted consumers to see it instead as noodles with a unique taste.
A variant with a narrow identity needed a new one, in a crowded category, on social platforms where attention lasts seconds.
01
Consumers saw the variant only as a spicier version of the core product.
02
Instant noodles is a category full of familiar brands competing for the same shelf
03
The campaign had to win attention on platforms where content is scrolled past in seconds.
04
Content needed to follow the news, sport and conversations of the day as they happened.
05
The brand needed to measure whether perception actually changed.
Nihilent built a campaign around the idea of being unique, and produced it live.
The Untrend Idea
Invited people to share videos and photos of themselves being unique, under an Untrending hashtag.
A Live Studio
Ran a live content studio that produced and posted more than 50 video clips during the campaign.
Topical Content
Tied every clip to hourly developments in news, cricket, tennis and public opinion.
Social Listening and Trendspotting
Tracked conversations and trends as they formed, and responded in real time.
Campaign Analytics
Measured reach, engagement, recall and brand association throughout.
impressions
mentions
increase in brand recall
success in associating the brand with unique flavors
higher engagement than the FMCG standard
trending topic for an hour
By producing its campaign live and in step with the day’s conversation, Nihilent’s brand and marketing practice changed what a noodle variant meant to consumers, and proved it with the numbers.
