CARRO Raya Gift Box & #CarroNoDrama
CARRO Malaysia
Driving Awareness Through Creator-Led Storytelling During Raya
Campaign Overview
Client | CARRO Malaysia |
Industry | Automotive |
Campaign Period | Mar – May 2025 |
Services | KOL Marketing |
Platforms | Instagram & TikTok |
Total Creators | 13 |
Total Content | 35 Pieces |
Services Provided
- KOL Marketing
- Creator Strategy
- Creator Sourcing
- Campaign Management
- Product Seeding
- Content Review
- Reporting
The Challenge
During the Raya season, CARRO wanted to increase awareness of its festive promotions while educating Malaysians about buying and selling second-hand cars with confidence.
Rather than relying on traditional advertisements, the brand wanted to leverage authentic creator content that could naturally connect car ownership with one of Malaysia’s busiest travel periods, balik kampung.
The campaign centred around two key initiatives:
CARRO Raya Gift Box
Encourage Malaysians to sell or trade in their cars through CARRO’s Raya promotion while highlighting exclusive festive rewards.
#CarroNoDrama
Reinforce CARRO’s brand promise by addressing the common frustrations of buying and selling used cars through entertaining, educational creator content.
Our Strategy
Instead of treating these as two separate campaigns, we developed a creator strategy that allowed both campaigns to complement each other.
For the Raya Gift Box campaign, we selected lifestyle content creators who could naturally integrate the festive season into their storytelling, making the promotional offers feel relevant rather than promotional.
For the #CarroNoDrama campaign, we recommended creators who excelled at humour and relatable storytelling, helping communicate CARRO’s value proposition in a way that audiences would genuinely enjoy watching.
Our Role
Noice managed the campaign from end to end, including:
- Campaign strategy
- Creator recommendations
- Creator sourcing & negotiation
- Campaign briefing
- Product seeding coordination
- Timeline management
- Draft review & approvals
- Campaign reporting
Campaign Execution
CARRO Raya Gift Box
9 content creators
|
1 |
Nur Sabrina |
IG @ssab.breenaa |
TikTok @ssab.breenaa |
|
2 |
Wani |
IG @hzwaa |
TikTok @wnee_ |
|
3 |
Danial Haziq |
IG @dannyhazziq |
TikTok @dannyhazziq |
|
4 |
Muhsin Yusni |
IG @muhsinyusni |
TikTok @muhsinyusni |
|
5 |
Luqman Yusni |
IG @luqmanyusni |
TikTok @luqmanyusni |
|
6 |
Rihana Ibrahim |
IG @rihannaibrhm |
TikTok @rihannaibrhm |
|
7 |
Hanif Haikal |
IG @hnifhaikal |
TikTok @hnifhaikal |
|
8 |
Maisha |
TikTok @jikipinku |
|
|
9 |
Zakil Fuada |
IG @zakilfuada |
TikTok @zakilfuada |
Deliverables
- Instagram Reels
- Crosspost to TikTok (synced)
- Instagram Story
Key message
Promote CARRO’s Raya promotion, including:
- RM1,000 additional trade-in incentive
- RM1,000 selling price top-up
- Limited Raya Gift Box worth RM300
while naturally connecting safe balik kampung journeys with choosing the right platform to buy or sell a vehicle.
#CarroNoDrama
4 Malaysian creators:
|
1 |
Sharkmanz |
IG @sharkmanz_ |
TikTok @sharkmanz37 |
|
2 |
Muhsin Yusni |
IG @muhsinyusni |
TikTok @muhsinyusni |
|
3 |
faqarkifley |
IG @faqarkifley |
TikTok @faqardzolkifley |
|
4 |
Hanif Haikal |
IG @hnifhaikal |
TikTok @hnifhaikal |
Deliverables
- Instagram Reel
- Crosspost to TikTok (synced)
- One month paid boosting
Creators focused on relatable situations surrounding buying and selling used cars, demonstrating how CARRO helps consumers avoid the common “drama” associated with the process.
Campaign Performance
Metric | Result |
Total KOL | 13 |
Total Followers Count | 3,252,669 |
Total Content | 35 |
Total Reach | 1,571,249 |
Total Actions | 166,330 |
Engagement Rate | 5.11% |
Reach Rate | 48.31% |
Cost per Reach | RM0.03 |
Key Takeaways
By combining festive storytelling with relatable creator content, the campaign successfully communicated CARRO’s promotional offers without feeling overly commercial.
Using a mix of lifestyle and comedy-driven creators also allowed the campaign to reach different audience segments while maintaining an authentic tone across both campaigns.
The result was a highly efficient creator campaign that generated over 1.5 million reach, more than 166,000 engagements, and achieved a cost per reach of only RM0.03.
Why This Campaign Worked
Rather than focusing purely on promotional messaging, the campaign connected CARRO’s offers to a real Raya behaviour, balik kampung. This allowed creators to naturally introduce the importance of safe and reliable vehicles while making CARRO’s promotions feel timely and relevant.
The second phase, #CarroNoDrama, shifted the focus from promotions to relatable storytelling, using humour to highlight the frustrations of buying and selling used cars. Together, both campaigns created a balanced content strategy that combined seasonal relevance, education, and entertainment.
Ready to Launch Your Next Creator Campaign?
Whether you’re planning a product launch, seasonal campaign, or looking to build long-term brand awareness, Noice helps brands connect with the right creators and turn ideas into impactful campaigns.
Let’s create something your audience will remember.