Food Influencer Seeding Case Study in Southeast Asia

Oct 04, 2026

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At a glance Campaign overview Content strategy Campaign results Key takeaways Explore more seeding case studies

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At a glance

In 2026, Indent Corporation ran an influencer seeding campaign across Southeast Asia, introducing instant noodles as a crunchy snack to enjoy without cooking.

Objective: Introduce a different way to enjoy the product by crushing the noodles and eating them as a snack.
Content strategy: Integrate the product naturally into local creators’ comedy, everyday-life, and ASMR content.
Results: Content from creators in Vietnam, Indonesia, and Malaysia included a featured piece with over 820,000 views.

Campaign overview

Item	Details
Category	Food — instant noodles
Product	Instant noodles
Campaign type	Global influencer seeding for a contest
Markets	Vietnam, Indonesia, and Malaysia
Platforms	Instagram and TikTok
Year	2026
Objective	Introduce a different product experience by presenting the noodles as a snack to crush and eat

Content strategy

Reintroduce instant noodles as a crunchy snack

Instead of cooking the noodles, the campaign introduced a different way to enjoy them: crushing them and eating them as a snack.

Work within each creator’s usual format

The product appeared in the comedy, everyday-life, and ASMR formats that local creators already used, encouraging contest participation and wider content distribution.

Campaign results

The three featured content pieces each exceeded 60,000, 790,000, and 820,000 views, respectively.

Featured creator content

Top content	Creator followers	Views	Content approach
1	19.3 million	Over 820,000	Reaction content with Indonesian subtitles
2	310,000	Over 790,000	Everyday restaurant content with Vietnamese subtitles
3	420,000	Over 60,000	Comedy content with Vietnamese subtitles

Key takeaways

Reach three Southeast Asian markets through one campaign

The creator mix covered Vietnam and Indonesia at 40% each, with Malaysia accounting for the remaining 20%.

Connect a different way of eating with familiar consumer experiences

Comments sharing viewers’ own experiences of eating the noodles this way showed how the campaign connected with their existing habits.

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Contents

At a glance Campaign overview Content strategy Campaign results Key takeaways Explore more seeding case studies

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