Learn how Kind Kones used authentic creator content to spark awareness for their plant-based desserts

Challenge

In a world filled with sugary treats and dairy-heavy desserts, Kind Kones is a breath of fresh air — offering all-natural, plant-based ice creams that are kinder to the body, the planet and your taste buds.

With 5 outlets across Singapore and Malaysia, Kind Kones has quietly built a loyal following of health-conscious foodies and dessert lovers looking for guilt-free indulgence. But how do you take that message wider, especially on fast-moving platforms like TikTok and Instagram?

That’s where Social Tellers came in.

Kind Kones wanted real creators who actually resonate with their brand values.

The Kind Kones team wanted to:

1. Increase awareness of their unique plant-based flavours and clean ingredients
2. Drive organic word-of-mouth through everyday creators
3. Create content that felt approachable, not overly polished or scripted

“We were looking for a solution that would help us find creators who genuinely align with our brand values”

Solution

Rather than aiming for mass reach, we kept it intentional.

We partnered with 4 creators who aligned with Kind Kones’ ethos — creators who genuinely cared about wellness and sustainability. Each creator was tasked with crafting content that felt real: whether it was taking their followers along for a taste test, highlighting gluten-free options or simply showcasing the creamy textures and unique flavours Kind Kones is known for.

Content was posted across Instagram Reels and TikTok, shot entirely on-site in natural lighting — no heavy edits, no overdone transitions. Just honest reviews and beautifully simple storytelling.

Benefit #1: Real creators, real resonance

By working with niche creators who already aligned with the brand, Kind Kones tapped into small but highly engaged communities who care about what goes into their bodies.

• Authenticity over aesthetics: All videos were filmed organically — no polished scripts or agency voiceovers
• Creator freedom: Each creator selected the flavours they wanted to try and told the story in their own voice
• Strong message alignment: Every piece of content reinforced Kind Kones’ commitment to sustainability and health

This resulted in genuine viewer engagement, with questions about availability, ingredients and where to find the ice-cream — the kind of interaction that feels more like a friend’s recommendation than an ad.

Benefit #2: Organic reach and scalable storytelling

Even without paid boosting or a huge media budget, the campaign generated healthy viewership and brand exposure.

• 25,000 total views across TikTok and Instagram
• Valuable UGC that the brand can repurpose across future campaigns
• Social proof from creators who continue to support the brand beyond the campaign period

“We didn’t just get reach — we got advocates. And in our space, that’s even more valuable.”

Results

• 4 creator partnerships in Singapore
• Clear alignment with Kind Kones' brand voice and sustainability mission
• Stronger engagement per creator compared to previous boosted posts
• Content library of on-brand and authentic UGC for repurposing

“As Kind Kones continues to expand and evolve, this campaign proved that even small-scale collaborations, when rooted in alignment can lead to powerful ripple effects.”