In Singapore’s competitive food and beverage scene, standing out requires more than just great products — it demands authentic connections and engaging stories that resonate with local audiences. Burger King’s recent “Value Your Way” campaign demonstrates how a well-executed influencer marketing strategy can drive viral engagement, build brand awareness, and deliver measurable business impact.
In this blog, we break down how Burger King partnered with influencers in Singapore to promote their customizable meal set priced at just S$5.95, capturing consumer attention and sparking excitement across Instagram and TikTok.
Why Influencer Marketing Matters in Singapore
Influencer marketing is no longer just a buzzword. For Singapore brands, it’s a critical tool to build trust and reach consumers where they spend most of their time — on social media. According to recent data, influencer campaigns in Singapore are generating billions of views and driving strong engagement, especially when paired with creative content formats and a data-driven creator selection process.
Yet, many marketers struggle with creating campaigns that truly connect and convert. Burger King’s campaign offers valuable lessons on how to leverage influencers effectively in Singapore’s price-conscious and digitally savvy market.
Burger King’s “Value Your Way” Campaign: Objectives & Strategy
Burger King launched a compelling promotion offering a fully customizable meal set at S$5.95. The goal was clear: position this as a smart, affordable choice without compromising on quality — a message designed to appeal to budget-conscious Singaporeans.
To bring this to life, Kobe employed the A-B-C strategy:
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Archetype: Identifying three influencer personas — The Creative, The Campaigner, and The Friend — to engage different audience segments authentically.
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Broadcast: Using Instagram and TikTok’s most engaging formats like reels, skits, and street interviews to tell relatable stories.
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Connect: Monitoring real-time audience sentiment and feedback to optimize content and deepen consumer connection.
This approach was backed by Kobe’s Influencer Management System (IMS), which allowed precise creator matching based on relevance and audience intent.
Execution: Creative Content that Resonated
Burger King’s influencers produced 12 pieces of creative content combining humor, relatable storytelling, and direct promotional messaging. Highlights included:
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Humorous skits and talking-to-camera videos that naturally integrated the $5.95 meal deal
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Street interviews sparking genuine reactions and showcasing real-time consumer excitement
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Content that was visually appealing, easy to save, and highly shareable — boosting organic reach
Creators like @jazephua, @heythomask, and @deeniseglitz stood out by producing engaging, scroll-stopping videos that hit the sweet spot between entertainment and brand messaging.
Audience Sentiment: Turning Ads into Conversations and Cravings
One of the standout successes of Burger King’s “Value Your Way” campaign was how the content resonated so deeply with audiences that it didn’t feel like a typical advertisement. The influencer-created videos sparked genuine conversations and positive reactions, evident from thousands of comments across Instagram and TikTok.
Many viewers expressed cravings and eagerness to try the $5.95 customizable meal:
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“Those onion rings look pre good ngl”
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“So yummy, I’m craving right now!”
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“I’m gonna grab my burger this weekend”
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“Time to go back for a meal ❤️”
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“My go-to place when I eat alone”
This kind of authentic, relatable content is critical because it makes the promotion feel less like a hard sell and more like a friendly recommendation. When people don’t feel like they’re being directly advertised to, they engage more naturally, boosting shares, saves, and comments — which in turn increases the campaign’s organic reach and impact.
The positive sentiment wasn’t just about hunger and cravings. Many also praised the creativity and entertainment value of the videos:
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“This was the best commercial I’ve ever seen”
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“Unironically the greatest ad I’ve ever seen!”
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“I did not even realise that was an ad. Well done!”
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“The only ads I wanna watch”
By blending humour, relatable storytelling, and interactive street interviews, the campaign blurred the lines between content and advertisement. This helped Burger King capture mind share and market share simultaneously, as audiences were entertained, informed, and motivated to try the promotion — all without feeling pressured.
For Singapore brands, this highlights a powerful lesson: the best influencer marketing doesn’t just shout about deals, it invites audiences into a conversation and makes them feel part of the story. When ads are crafted as engaging content, they naturally drive higher engagement and stronger brand affinity.
Outstanding Results & Key Metrics
The campaign achieved remarkable success across key performance indicators:
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38.5 million total views/plays across Instagram and TikTok
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2.5 million likes reflecting strong audience connection
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650,000 shares, driving organic virality and word-of-mouth buzz
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156,000 saves indicating strong brand recall and intent to purchase
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15,000 comments with overwhelmingly positive sentiment
This viral success demonstrated that Burger King’s value messaging resonated deeply, motivating consumers not only to engage but to plan visits to try the meal deal.
What Singapore Marketers Can Learn from Burger King’s Campaign
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Data-driven creator selection ensures influencers truly align with your brand and audience.
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Diversify content formats to engage multiple audience touchpoints and increase reach.
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Focus on consumer-relevant messaging — affordability and quality struck a chord in this campaign.
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Combine Instagram and TikTok strategies to maximize visibility and engagement.
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Monitor and optimize with real-time feedback to keep campaigns fresh and relevant.
Maximize Your Influencer Marketing ROI Like Burger King
Burger King’s “Value Your Way” campaign is proof that influencer marketing done right delivers both buzz and business results in Singapore’s crowded marketplace. If you’re looking to craft similarly impactful campaigns that combine data-driven influencer matching with creative storytelling, the ROIS (Return On Influencer Spend) framework is your blueprint.
Want to learn more about maximizing influencer marketing ROI in Singapore? Download our comprehensive ROIS Guide packed with case studies, best practices, and strategies to help you get the most out of your influencer budgets.
