TikTok has exploded in popularity across Malaysia, becoming more than just a platform for dance trends and lip-syncs — it’s now a marketing powerhouse. With millions of active TikTok users Malaysia, especially among Gen Z and Millennials, the app has become a prime space for brands to connect, entertain, and convert.
Malaysian businesses are quickly catching on, using TikTok’s viral potential to build brand awareness, launch products, and drive massive engagement — all through short-form, creative videos that feel local, relevant, and genuinely fun.
In this article, we’ll explore how some of the most recognisable brands are leveraging TikTok marketing in Malaysia to their advantage — and what you can learn from their viral success.
Key Takeaways
- Localised content — whether through humour, language, or relatable experiences — connects better with Malaysian audiences.
- Partner with creators who reflect your brand’s tone, aesthetic, and values to build authentic trust and reach.
- Whether it’s viral sounds, challenges, or POV formats, brands that react quickly to TikTok trends are more likely to go viral.
- Encouraging followers to participate in challenges or share their own experiences helps turn viewers into loyal fans.
- TikTok audiences prefer real, raw, and fun content over polished, ad-like videos. Humanise your brand whenever possible.
- Skits, behind-the-scenes clips, or POVs give brands a chance to be more than a product — they become part of a lifestyle or daily moment.
- Developing a recognisable content style or recurring theme helps keep your brand top-of-mind with viewers.
Why TikTok Matters for Brands in Malaysia
TikTok is a cultural engine that’s reshaping how Malaysians consume content. With its driven TikTok algorithm Malaysia feed, TikTok allows brands to reach new audiences quickly, even without a massive ad budget.
In Malaysia, where digital penetration is high, and users spend hours scrolling through bite-sized videos, TikTok has become a key tool in the marketing mix.
| Key Reason | Description |
| Massive Local User Base | Millions of Malaysians (especially Gen Z & Millennials) use TikTok daily to discover new trends and through search features. |
| Algorithm Favouring Virality | TikTok’s “For You Page” gives even small brands a chance to go viral without huge ad spend. |
| Local Content Resonates | Content featuring Malaysian slang, food, or cultural moments (e.g., Raya, Merdeka) performs well. |
| Authenticity Over Perfection | Raw, relatable videos (e.g., behind-the-scenes, funny takes) get better engagement than polished ads. |
| Interactive Features | Tools like Duets, Stitches, and Challenges encourage users to join in and co-create content. |
| Virality Potential | A single TikTok video can gain thousands or even millions of guaranteed views overnight. |
| Stronger Engagement | Users are more likely to comment, like, and share brand videos compared to other platforms. |
Want to learn the most effective ways to go viral on TikTok? Discover how Malaysian brands do it with authentic, local, and trend-driven content.
To understand the effectiveness of TikTok marketing campaigns, let’s look at these 5 Malaysian brands nailing TikTok marketing with creative, localised, and highly engaging campaigns you can learn from.
1. Hot & Roll – Mastering Relatable Humour with POV TikTok Content
Hot & Roll set out to capture the attention of Malaysia’s younger, social-savvy TikTok audience. They aimed to build brand awareness and relevance by creating entertaining content that felt organic — not like a traditional ad.
In a highly saturated F&B space, the brand needed to break through the noise with scroll-stopping content that could make people laugh and leave a lasting impression.
Solution
Together with Newnormz, Hot & Roll launched a POV (Point of View) video series that cleverly combined relatable humour, trending online topics, and character-driven parody.
One standout video, developed as part of the collaboration, poked fun at the overused and often questionable claim of “homemade” products — a trend many online users love to joke about.
- Relatable and Trending Topic
The video tapped into a shared audience experience: the exaggerated and sometimes suspicious use of the word “homemade” in food marketing. It parodied the kind of sellers people frequently encounter online, making it instantly familiar and funny.
- Humor and Parody
By exaggerating the process behind making a “homemade” snack, Hot & Roll created a comedic sketch that viewers couldn’t help but laugh at. The parody format was highly shareable — audiences saw themselves (or their aunties!) in the characters portrayed.
- POV Format for Immersive Engagement
The POV angle pulled viewers into the skit, making them feel part of the scene. This format amplified the comedic effect and boosted early engagement and watch time.
Result
- Promising early traction: The video saw solid initial views and user interaction, proving the concept resonated.
- High relatability and entertainment value: Viewers connected with the content due to its real-life references and humour.
- Strong foundation for future campaigns: The POV series set a tone for content that’s culturally relevant and creatively executed.
Curious to see the brands we’ve worked with? Explore Newnormz’s portfolio and discover how we’ve helped businesses grow through bold, creative strategies.
2. McDonald’s Malaysia – Winning Malaysian Gen Z with Relatable Moments
McDonald’s Malaysia needed to stay relevant and engaging among younger audiences, especially Gen Z and Millennials, who increasingly spend time on TikTok.
The challenge was to promote their campaigns in a fun, relatable way that could generate buzz and encourage user participation.
Solution
McDonald’s launched interactive TikTok campaigns tied to major product launches, including:
- The BTS Meal Campaign
Leveraged BTS’s massive fanbase with TikTok-friendly content like unboxing videos, behind-the-scenes, and AR filters. The campaign was amplified using trending BTS-related hashtags and sounds.
- #AyamGorengMcD Challenge
Invited users to join a challenge or share their reactions to eating McD’s iconic spicy fried chicken. The brand collaborated with local influencers and creators to boost reach and make the challenge go viral.
These campaigns used TikTok’s strengths — catchy music, challenges, duets, and a sense of community — while staying true to McDonald’s brand.
Result
- Massive engagement: The BTS Meal content generated thousands of user-generated videos, comments, and shares.
- Viral traction: The Ayam Goreng McD challenge garnered millions of views and became a trending topic in Malaysia.
- Youth appeal: The brand saw improved resonance with Gen Z and became part of trending conversations online.
- Brand love: The playful, culturally relevant approach strengthened McDonald’s image as a fun, youthful, and locally connected brand.
Want to maximise your TikTok reach? Learn the best times to post your videos for higher visibility and engagement.
3. ZUS Coffee – Humanising the Brand Through TikTok Storytelling
ZUS Coffee wanted to differentiate itself in Malaysia’s rapidly growing café and beverage scene, especially among younger consumers active on TikTok. Instead of simply promoting drinks, the goal was to build an emotional connection with audiences by showing the personality behind the brand — from the people brewing the coffee to the stories behind the counter.
Solution
ZUS Coffee embraced TikTok as a storytelling platform, using a mix of humour, relatability, and behind-the-scenes content to engage its followers. The brand focused on humanising its identity, showcasing real employees, customer experiences, and playful interactions.
- Character-Driven Skits
ZUS Coffee created light-hearted, funny videos featuring baristas in relatable workplace scenarios — from handling complicated drink orders to reacting to quirky customer requests. These skits often used trending sounds and local humour, making them highly shareable and authentically Malaysian.
- Behind-the-Scenes Content
The brand shared what goes on in their outlets, from how drinks are made to funny moments during closing shifts. This type of content gave viewers a sense of familiarity and trust, showing that ZUS Coffee isn’t just a coffee brand — it’s a team of people you can connect with.
- Interactive Engagement
ZUS kept its content fresh by hopping on viral trends and adapting them to fit the coffee culture. They also jumped on TikTok trends quickly, adapting them to fit the brand’s coffee-centric narrative.
Result
- Increased content engagement: ZUS Coffee’s barista skits and day-in-the-life videos consistently drew high likes, shares, and saves.
- Stronger brand affinity: By showcasing real people and everyday coffee moments, ZUS Coffee built a relatable and loyal TikTok community.
- Repeatable content formula: The brand now has an identifiable TikTok style — real, fun, and familiar — that keeps followers coming back for more.
Struggling with what to say? Discover 100 creative caption ideas to make your TikTok videos stand out and drive engagement.
4. Watsons Malaysia – Blending Beauty, Trends & Interactive Shopping
For Watsons Malaysia, the goal wasn’t just to promote products, but to make beauty shopping feel fun, interactive, and trend-driven. With Gen Z and Millennials turning to TikTok for everything from skincare tips to product reviews, the brand had to find a way to turn everyday shopping into a scroll-stopping experience that felt native to the platform.
Solution
Watsons Malaysia leaned into TikTok’s strengths by creating interactive, trend-driven content that blended entertainment with product discovery.
- Beauty Transformations & Tutorials
The brand featured makeup transformations, skincare routines, and “Get Ready With Me” videos that showcased Watsons products in real-life use. These videos often included step-by-step guides and quick tips, helping viewers see product benefits instantly.
- TikTok-First Sales Promotions
Watsons used TikTok to promote seasonal sales and campaigns like their “Payday Sales”, “Year-End Beauty Sale” and “11.11 Deals” by incorporating trending sounds, flashy visuals, and countdown content. Limited-time codes or exclusive in-app deals were sometimes shared to drive immediate action.
- Collaborations with Influencers & Creators
Partnering with local beauty creators, Watsons amplified their campaigns by tapping into creators’ existing fanbases. Influencers reviewed new arrivals or created fun skits around shopping at Watsons, making the experience feel relatable and aspirational.
Result
- Boost in product visibility: Specific items featured in tutorials saw increased interest and online engagement.
- Higher traffic during campaign periods: TikTok helped drive awareness for sale events, leading to more clicks and store visits.
- Improved brand perception: By aligning with current trends and showcasing local creators, Watsons strengthened its image as a beauty hub that’s both accessible and up-to-date.
Want to master the art of going viral? Learn more about the most effective TikTok marketing strategies that drive real results in comparison between TikTok Shop, Shopee and Lazada.
5. Sunsilk Malaysia – Boosting Awareness with Influencer Power and Challenges
Sunsilk Malaysia set its sights on connecting with young female audiences and boosting brand visibility and product engagement. With the haircare market becoming increasingly competitive, they needed a fresh approach that resonated with their target TikTok demographics — and TikTok, with its trend-driven and youthful energy, offered the perfect platform.
Solution
Sunsilk launched the #SunsilkChallenge, a TikTok campaign focused on transformation, confidence, and fun. The campaign was powered by:
- Influencer and Ambassador Partnerships
Sunsilk collaborated with popular Malaysian beauty and lifestyle creators who showcased their hair care routines, before-and-after results, and styling tips using Sunsilk products.
- User-Generated Content (UGC)
TikTok users were encouraged to join the challenge by sharing their own hair transformations, routines, and tips using Sunsilk, often set to upbeat music or trending sounds.
- Empowerment Messaging
The content wasn’t just product-focused; it tied into themes of self-expression and confidence, resonating with the values of Gen Z users.
Result
- Higher brand visibility: The campaign gained significant traction with thousands of user-created videos, tagging Sunsilk and participating in the challenge.
- Deeper engagement: Comments and duets reflected genuine interest in the product, creating authentic conversations around Sunsilk.
- Stronger brand connection: By using real voices and relatable influencers, Sunsilk built trust and positioned itself as a go-to haircare brand for young Malaysians.
Looking to boost your campaign visibility? Discover the top hashtag generators to find trending tags that get your content seen.
Ready to grow your brand with impact? Learn more about Newnormz’s digital marketing services designed to drive real business results and ROI.
Conclusion
From fast food giants to beauty retailers and lifestyle brands, Malaysian companies are proving that TikTok isn’t just a platform for entertainment — it’s a powerful marketing tool when used strategically. By tapping into local culture, collaborating with relatable creators, and embracing authentic storytelling, brands like McDonald’s, Sunsilk, Hot & Roll, ZUS Coffee, and Watsons have turned ordinary campaigns into viral successes.
These case studies show that the key to winning on TikTok lies in being bold, creative, and most importantly — real. For marketers, the platform presents an opportunity not just to sell, but to build community, inspire conversation, and shape brand love in a way no other social channel can.
Want to create scroll-stopping campaigns like these? Learn more about how Newnormz, a trusted digital marketing agency in KL, can help elevate your brand through social media marketing that clicks, connects, and converts. Contact Newnormz today for a personalised consultation and proposal tailored to your brand goals.
