Diandin Leluk Key Opinon Consumers (KOCs) Community Group Buy Marketing Campaign

StarNgage x {{Diandin Leluk}} Mico-Merchant Marketing Campaign

Key Opinion Consumers (KOCs) Case Study: Diandin Leluk Community Group Buy sales campaign


Two months since the outbreak of Covid-19 started in Singapore, restaurateurs have seen a drastic drop of as much as 80 per cent in customers.

With the Covid-19 outbreak forcing many people to work or study from home, having meals delivered to the doorstep has become a more common practice.

Out of the 174 F&B business owners surveyed earlier this month by CNA, 93 per cent said they have seen a decline in revenue, alongside a more than 53 per cent drop in the number of reservations, the study showed.

In an effort to support the F&B industry during this challenging time, StarNgage is rolling out community group buy campaign with Key Opinion Consumers (KOCs).

Most KOCs do not have large fan base as Key Opinion Leaders (KOLs), but KOCs tend to interact more with their peers. The communities are forming around these key consumers and they are become increasingly important to brands as consumers become more digitally-dependent on information and purchase recommendations found on social media communities such as Whatsapp Group and WeChat Group.

This creates an opportunity for Diandin Leluk to tap into the social commerce through working with the community leaders.

We have engaged a group of KOCs to help to boost the sales and this allows us to have multiple touch points at different locations Island-wide to reach out to our audience, in turn maximising the exposure of the sales campaign.



  • Primary Objective – Build Brand Awareness and Drive sales via KOCs and community Group Buy.


  • Engaged 10 KOCs


  • Free Delivery


  • Averagely $300-$500 worth of sales per community being generated through Community Commerce


KOCs Community Group Buy Campaign


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