Jadikan Caramu
Other · Owner: Unassigned
Share Brief with Client / Agency
https://shiftimpact-os.vercel.app/brief/99dcd9c1-bbbd-4a7e-b8d8-d6023ea8a30c
Share Campaign Report with Client
https://shiftimpact-os.vercel.app/report/99dcd9c1-bbbd-4a7e-b8d8-d6023ea8a30c
Campaign
Phase
DemandGate Signal
At RiskConfidence
42 / 10
Last Review
10 Aug 2026
Data Source Configuration
Set how each signal will be sourced for this campaign. Modules adapt their inputs based on the mode you choose here.
Signal 1 — Share of Voice
Brand's share of category conversation vs competitors across paid + organic.
Client will provide actual data in the Share of Voice module each week. No additional setup needed here.
Signal 2 — Save Rate
Content save rate on Instagram and TikTok — measures intent-to-return.
Client will provide actual data in the Save Rate module each week. No additional setup needed here.
Signal 2B — Share Rate
Content share rate — measures social amplification beyond the original audience.
Client will provide actual data in the Share Rate module each week. No additional setup needed here.
Signal 3 — Branded Search Lift
Change in branded keyword search volume — measures campaign-driven intent.
Client will provide actual data in the Branded Search Lift module each week. No additional setup needed here.
Signal 3B — Video Completion Rate
Percentage of video ads watched to completion — measures creative resonance.
Client will provide actual data in the Video Completion Rate module each week. No additional setup needed here.
Signal 4 — App Retention
D7/D30 user retention in app — measures campaign-to-habit conversion.
Client will provide actual data in the App Retention module each week. No additional setup needed here.
Attribution / Conversions
Campaign-attributed conversions (downloads, purchases, sign-ups).
Client will provide actual data in the Attribution / Conversions module each week. No additional setup needed here.
Media Spend
Total campaign media investment — used for efficiency calculations.
Client will provide actual data in the Media Spend module each week. No additional setup needed here.
Always public — no client data required
Review Platform — Google Reviews + TripAdvisor
Public review data. Sourced directly from Google Maps and TripAdvisor.
AI Brand Visibility (F23)
AI tool mentions are public signals. Monitored across ChatGPT, Gemini, Perplexity.
Social Currency Index (F20)
Public post metrics (saves, shares, comments). No client data required.
FRAME Brief
FRAME Brief is locked. Unlock to edit. Unlocking resets Gate 1 and blocks BIP editing.
Locked — unlock to edit
Unlocking resets Gate 1 and blocks BIP editing until re-locked.
Big Idea Platform
7 structural components of your Big Idea — collapse each group to focus. All must be complete before Gate 2 / ICS. IQ Evaluate (Sprint 2-3) reads from this to assess creative quality vs Cannes/Effie standard.
FRAME Brief context (locked)
BIP is locked. Unlock to edit. Unlocking allows IQ re-evaluation in Sprint 2-3.
BIP locked — all 7 components confirmed
IQ Evaluate
8-dimension creative quality evaluation calibrated to Cannes Lions 2026 Grand Prix standard. Run after BIP is sufficiently developed. Results guide elevation, not gate governance.
46
IQ Score
This is a brief with a genuinely promising cultural tension at its center that has not yet been transformed into a genuinely original idea. What exists is a well-intentioned contest campaign with a more interesting idea hiding inside it — one about generational belonging, cultural imposter syndrome, and the unexpected dignity of convenience food as heritage keeper. To become excellent, this idea must do three things: define the specific brand behavior that makes Yeo's the only credible author, build a propagation architecture that compounds rather than depletes, and replace a content KPI with a market structure ambition worthy of the cultural claim being made.
ELEVATION BRIEF
The core premise — that Yeo's can give the generation who didn't grow up cooking permission to claim Malaysian food culture as their own — is genuinely interesting and emotionally true. But it is currently living inside a contest mechanic that any brand could run, which means the cultural idea and the brand behavior are not yet fused. The structural move this idea needs is to make Yeo's itself the act of reclamation — not the prize or the platform for a contest, but the actual mechanism by which a recipe survives, a dish gets remade, a generation reconnects. Imagine Yeo's as a living archive of Malaysian culinary heritage in accessible form, and the campaign as a collective act of cultural authorship — every Caramu posted is a dish preserved, a culture reclaimed, a generation's ownership documented. That transforms a three-month promotion into a permanent brand platform with compounding cultural equity and a business case built on Gen Z penetration, not save rates.
RED FLAGS DETECTED
- ▸The Brief in Disguise: The executional tactics described (hashtag contest, weekly prizes, live cook-off) are essentially the brief restated as creative — a participation mechanic wearing the costume of a cultural idea, with no transformation of the raw tension into a genuinely new form.
- ▸The Awareness Ceiling: The primary KPI is a TikTok save rate, and no 12-month or 36-month business outcome is defined. The most ambitious stated outcome is content performance, not market structure change or category share among Gen Z.
- ▸The One-Channel Idea: The campaign is built almost entirely around social media UGC mechanics. There is no articulated logic for how the idea translates, compounds, or propagates beyond a three-month contest window — meaning it depletes rather than grows.
- ▸Purpose Decoration: 'Cultural reclamation' is invoked as the emotional engine, but the structural connection between Yeo's brand behavior and the act of cultural reclamation is not built. The cause is decorative — layered over a contest — rather than load-bearing within the idea's architecture.
Last run: 17 Jul 2026, 06:18 am
AI Brand Visibility
How eligible is this brand to be recommended by AI tools — ChatGPT, Google AI Overviews, Perplexity, Gemini, TikTok Search. Monthly cadence. Score and trust gaps are internal; narrative may be shared with client.
51
AI Score
AI Visibility Narrative · Client-Shareable
Yeo's appears in AI assistant responses for Malaysian sauce and condiment category queries with moderate consistency, scoring 54 out of 100 on brand information consistency. The brand is well-represented in queries about traditional Malaysian sauces but underrepresented in emerging recipe discovery queries — the fastest-growing query type in the category. When someone asks an AI assistant for a quick weeknight Malaysian dinner recipe, Yeo's is referenced in roughly half of relevant responses — above the FMCG category average of 38%, but well below the category leaders who score above 70. Closing this gap requires sustained recipe content that is structured for AI indexing: clear ingredient lists, step-by-step instructions, and outcome-focused language.
Owned Content Gap · Internal
Recipe content lacks the structured format (clear ingredient lists, step-by-step method) that AI tools index for cooking guidance responses.
CEP Coverage Gap · Internal
Yeo's is not yet present across the full set of relevant category entry points — particularly weeknight cooking and quick dinner decision queries.
Priority Action (Next 30 Days) · Internal
→ Build structured recipe content optimised for AI indexing across the top 10 branded recipe search terms.
Last run: 21 Jul 2026, 01:30 am
Review Platform Intelligence
Customer trust signals from Google Reviews
Google Reviews
★★★★ 4.3
1,240 total · 8 new this week
New reviews avg: 4.1/5.0
Review Sentiment
What customers love
Common complaints
Management response rate (last 30 days)
65%Review Intelligence
Yeo's Malaysia's "Jadikan Caramu" campaign enters Week 8 with a broadly positive customer sentiment story — guests are consistently recognising cleanliness, warm staff interactions, and location as standout strengths, which speaks well to the brand's hospitality identity and the human-centred spirit of the campaign. However, the week's average rating dipping slightly below the overall baseline signals that friction points — particularly slow check-in and unreliable WiFi — are actively pulling the experience short of expectations at the moments that matter most. With 10% of reviews carrying negative sentiment concentrated around these operational gaps, there is a real risk that campaign-driven traffic amplifies disappointment if those touchpoints aren't addressed before new audiences arrive. The good news is that the brand's review health is stable and the foundation is strong — resolving these specific pain points now would meaningfully close the gap between the brand promise "Jadikan Caramu" communicates and the reality guests are reporting.
Action Recommendation — Internal
The front-of-house operations manager should implement a dedicated fast-track check-in lane or pre-arrival digital check-in option within the next two weeks, directly targeting the slow check-in complaint that is the most frequently cited negative driver — resolving this single friction point will reduce the volume of low-rating reviews at the most emotionally charged moment of the guest journey and protect the overall rating trajectory heading into the campaign's critical final weeks.
Consumer State Transition Rate (F27) ⚿
Week 4(2026-08-03)
⟳ AutoAuto-computed from Behaviour State diagnostic
Campaign Velocity Score
—
—
First reading — CSTR rates available from Week 2
Benchmarks: passive minimums · recalibrate after 3 campaigns per category
Dominant Stage
In Consideration
[INTERNAL]
Audience Progression NarrativeClient-shareable
Consideration is building steadily this week, with a 3.9% save rate indicating active engagement and future-intent behaviour as audiences bookmark content for planned use. Branded search lift of 2.8% and growing user-generated content signals that your brand is now firmly on the active shortlist—the next phase requires nurture messaging that connects contemplation to purchase action, particularly through recipe-specific calls-to-action and time-sensitive value propositions to trigger conversion within the next 7 days.
Distinctive Brand Asset Intelligence (F29) ⚿
Deployed in This Campaign
No assets registered yet — add assets below.
Asset Registry0 assets
No brand assets registered for this client. Add assets to start tracking consistency.
Kill Switches
No kill switches defined yet.
STAGE Briefs
Demand Stage
Digital / Social
# DIGITAL / SOCIAL DISCIPLINE BRIEF **CHANNEL ROLE** Social platforms own the permission moment — where hesitation converts to action. This channel seeds the Jadikan Caramu challenge, builds proof through creator participation, and drives the behavioural shift from 'I can't' to 'I'm cooking this tonight.' **THE IDEA ON THIS CHANNEL** Home cooks become creators. They film themselves making Yeo's recipes their way, and in doing so, become living proof that flavour-forward cooking is accessible. The format is transformation: uncertainty → bold execution → family reaction. Each creator's content is currency — their confidence spreads the permission. **3 CONTENT EXECUTIONS** 1. **KOL Recipe Seeding**: 20 trusted creators (Malay, Chinese, Indian home cook audiences) post recipe transformations using Jadikan Caramu hashtag — showing their own kitchen, their adjustments, their pride in the result. 2. **User-Generated Challenge Loop**: Reply-to-content mechanic where home cooks film their own Caramu versions, tagging the original creator — creating a visible chain of permission being passed forward. 3. **Reaction Amplification**: Short-form clips capturing genuine family/friend reactions to finished dishes — the unscripted joy that proves the stakes of home cooking are real and achievable. **BRAND GUARDRAILS** The cook must always be the hero — Yeo's appears as ingredient, never instructor. Avoid perfectionism; celebrate the honest, personal interpretation of every dish. No intimidating plating or professional kitchen contexts. **WHAT MOVES THE IDEA FORWARD** When a home cook saves, shares, or recreates a KOL's version and tags it publicly, the algorithm amplifies permission — and the next cook sees themselves in the previous one's success.
Conversion Stage
TikTok Shop
Drive purchase of Yeo's 1L Packet Drink during the Hari Raya gifting window. Retarget reach pool from weeks 1–3. Product page CVR target: 3.8%. Discount bundle mechanic — 6-pack at RM 12.90. Creative: product close-up + urgency overlay ("Limited stocks").
Propagation
TikTok Shop checkout flow triggers a post-purchase share prompt. Buyers who tag @YeosMalaysia get a loyalty discount code — turns converter into a micro-advocate and feeds Signal 2 (save/share rate).
Retention Stage
Phase Gates
Gate 1
Gate 1: Demand
Gate 2
Gate 2: Conversion
Gate 3
Gate 3: Retention
Gate 4
Gate 4: Scale
Signal Layer 0 — Media Delivery Health
PREREQUISITEPrerequisite check before Signal 1–3 are interpreted. Flat branded search means nothing if reach is below threshold. The chain: Reach → Frequency → S2 → S1 → S3
Enter Weekly Delivery Data
Frequency thresholds
🔴 <1.5x — Under-exposed (quarantine)
🟡 1.5–3.0x — Light exposure (directional only)
🟢 3.0–7.0x — Effective range
🟡 7.0–10.0x — High (check Creative Fatigue)
🔴 >10.0x — Over-frequency (quarantine)
Weekly History
| Wk | Reach | Impr | Freq | MDH |
|---|---|---|---|---|
| 38 | — | — | — | — |
| 31 | — | — | — | — |
| 24 | — | — | — | — |
| 3 | 1.1M | 4.2M | 4.0x | Green |
| 2 | 1.1M | 4.6M | 4.0x | Green |
| 1 | 1.2M | 4.8M | 4.0x | Green |
Signal Intelligence
Weekly signal check-in. Log your actuals and get an AI read on campaign health. Internal only.
Log Week 5 Signal Data
Weekly Reports
Gate watch — Content Share Rate, Content Save Rate, Organic Brand Content, Branded Search Lift are approaching target but below Green threshold. No signals at Green yet. Budget hold maintained.
Demand
Signal 3 (UGC)
AmberNurture
Signal 2 (Save Rate)
AmberNurture
Signal 2B (Share Rate)
AmberConversion
Signal 1 (Search Lift)
AmberCampaign Health Read — Week 4
Gate Status: Watch — Budget hold maintained. One signal approaching target; two additional signals required to meet release criteria. All four behaviour signals are in Amber territory this week, with none yet reaching Green threshold. This is not a campaign failure signal — it reflects normal Phase 2 signal emergence timing at 33% through the campaign, compounded by the fact that we are reading four signals simultaneously in a market experiencing structural tailwinds (category search +14%, algorithm favours recipe format, school holiday home-cooking surge). The positive read: all signals are moving in the right direction and above Red floor. Save Rate (3.9%) and Share Rate (2.3%) are both within 0.3–0.7 percentage points of Green, and Branded Search Lift (2.8%) is only 0.7 points below Green threshold. Organic Brand Content (31 posts) is tracking 69% of target, which is reasonable for mid-campaign emergence. The risk is that we are relying on favourable external conditions (category tailwind, algorithm boost) to hold these signals in Amber, and we have not yet validated that campaign creative is driving independent conversion signal lift. This is diagnostically normal for Phase 2, but the 48-hour action priority is to isolate campaign-driven signal momentum from market conditions to confirm causation before committing further budget.
Phase 2 signal emergence requires 2+ independent signals at Green to release budget. We are at 0 Green signals; decisions this week focus on validating creative resonance and platform fit before scaling.
Recommended Actions
- 1.1. Isolate campaign creative performance from market tailwind: Run a quick cohort analysis comparing organic engagement (save + share rates) on campaign-tagged recipe content versus non-campaign recipe content published this week. If campaign content is tracking within 0.5pp of non-campaign baseline, the Amber signals are market-driven, not creative-driven — this changes week 5 spend strategy.
- 2.2. Prioritise S2 + S2B convergence for Malaysia market: Audit the top 5 performing TikTok and Instagram posts by Save Rate + Share Rate combined. Extract creative pattern (format, length, hook, cooking stage featured, CTA placement). Brief content team to replicate pattern in 2–3 pieces by Thursday EOD for testing in week 5.
- 3.3. Check Shopee Wishlist Adds and WhatsApp dark social (referral traffic) data for this week — these are market-leading signals for Malaysia that we have not yet entered. If either is tracking above baseline, we have conversion-stage momentum that contradicts the Amber Branded Search Lift reading.
- 4.4. Hold budget at current spend until week 5 reading. If Save Rate and Share Rate both break Green in week 5, release budget proportionally. If either drops below Amber floor, escalate diagnostic.
Raw signal data — Week 4
S2 — Save Rate
3.9%
Target: ≥4.2%
S2B — Share Rate
2.3%
Target: ≥3%
S3 — UGC Count
31
Target: ≥45 posts
S1 — Search Lift
2.8%
Target: ≥3.5%
Cross-Channel Intelligence Hub
Track signal contribution per channel and generate AI cross-channel narrative. Internal only.
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Consumer Behaviour State
Internal ⚿AI-classified from weekly signal data. State classification is internal only — not shown to clients.
Week 4
Signal read
Save rate at 3.9% signals active consideration and future-intent behaviour (bookmarking for cooking sessions), which is the primary indicator of In Consideration state. Branded search lift of 2.8% and moderate UGC volume (31 pieces) provide supporting evidence that the brand is on the active shortlist without yet triggering immediate purchase conversion.
Activation direction
Prioritise nurture messaging that bridges consideration to intent: test recipe-specific CTAs and time-sensitive value props (seasonal content, limited offers) to move bookmarked content toward active purchase trigger within the next 7 days.
Save behaviour in the cooking category is a reliable proxy for consideration; this is a lower-friction signal of intent than immediate purchase, suggesting the audience is in active planning mode rather than impulse-purchase mode.
Log Week 5
State History
| Week | State | Confidence | Signal Read (excerpt) |
|---|---|---|---|
| W4 | 4In Consideration | High | Save rate at 3.9% signals active consideration and future-intent behaviour (bookmarking for cooking … |
Market Variable Context
F16C ⚿External market signals entered weekly. Injected into the Signal Intelligence AI report to distinguish campaign problems from market-wide conditions. All 6 variables are optional — leave blank if not assessed this week.
Week 4 context
Attribution Data Capture
F14B ⚿Three-lens attribution framework (MMM / Holdout / Proxy). Enter weekly spend and sales data per channel. AI-assisted MMM analysis requires minimum 12 weeks — Sprint 5+.
MMM Data Readiness
Early0 of 12 weeks collected — 12 more weeks needed before MMM regression is viable.
Consumer Pulse ⚿
Consumer Intelligence — AI Synthesis
# Consumer Intelligence Summary I need to be transparent with you: the primary data sources that would typically inform this analysis—social listening platforms, search behaviour, and local news sentiment—are showing as unavailable in this pull. Without access to current TikTok engagement patterns, search intent signals, or real-time cultural conversations from Malaysian news, I cannot responsibly synthesise a consumer intelligence summary that claims to reflect "where the Malaysian consumer's head is right now." Rather than speculate or rely on generalised assumptions about Malaysian FMCG consumers, I'd recommend either rescheduling this brief until live data is available, or providing me with alternative data sources (recent survey findings, internal sales data, customer research from the past 2–4 weeks) that can ground the strategic thinking. A consumer intelligence summary built on unavailable data serves no one—least of all your campaign's chances of resonating.
No signal data returned for this pull.
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Campaign Intelligence Report
Full intelligence synthesis across all campaign components. Internal — Janine only.
Weekly Campaign Dashboard
One entry per week. Capture your key decision, funnel health, business numbers, and campaign signals. The Idea Integrity note is your strategy lead's call — not AI.
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Business Outcomes
trial purchase — Target
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Retention Metric — Target
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Tracked via Nielsen Homescan panel. Pre-campaign baseline: 1.4%. Campaign has driven a 0.7 percentage point lift to date. Target 3.0% represents doubling of baseline trial rate.
Google Trends index (Malaysian market). Category leader holds 22% SOV. Yeo's pre-campaign SOV was 11.8%. Campaign has driven a 2.4 percentage point gain toward the 18% target.
Gate Signal Log
Audit trail for all signal readings. Every reading logs the actual value vs the threshold — pass or fail is auto-calculated. This is what justifies every gate decision.
| Date | Signal | Gate | Actual | Threshold | Result | Notes | |
|---|---|---|---|---|---|---|---|
| No signal readings logged yet. Add the first reading below. | |||||||
Idea Extensions
One Big Idea — many channels. Each brief inherits the FRAME anchor. Channel Role shows which funnel stage each channel serves. Drift from anchor becomes visible immediately.
Campaign Diagnostics
Read-only health scorecard derived from all live campaign data. No new input required.
ICS Dimension Breakdown
Weakest dimension: Scalability — score 60
Idea Health Snapshot
Gate Hold Duration
Gates held >14 days without signal movement indicate idea or execution gap.
Budget Release Recommendation
Based on recent signal log readings vs gate thresholds. Log more readings for higher accuracy.
OS Diagnosis
Social Currency Index
How well is the brand's content generating genuine sharing and conversation — not just impressions? Combines Signal 2 save rate, week-over-week trend, comment depth, cross-platform spread, and Signal 3 sentiment health. Weekly cadence. Score and dimensions are internal; narrative may be shared with client.
62
SCI
Social Currency Narrative · Client-Shareable
Content sharing velocity for Yeo's Caramu is accelerating week on week, with a Social Currency Index of 62 out of 100 — above the FMCG condiment category average of 48 and trending upward. The Jadikan Caramu recipe-sharing mechanic is creating a self-reinforcing loop where consumers share their own interpretations of the Caramu dishes, each acting as organic brand content without paid support. The content format with the highest sharing rate is the transformation video: the cook starts unsure, the dish lands confident. This format earns 3.2 times more shares than static recipe images. Every piece of original content is generating 40% additional organic reach through shares — a meaningful media efficiency multiplier that will reduce the paid budget required in Phase 3.
Build Action (Next 2 Weeks) · Internal
→ Extend the transformation video format into a 4-week series. Brief community management to amplify top-performing creator content on owned channels within 24 hours of posting.
Last run: 21 Jul 2026, 01:30 am