F&B Singapore

Dickson Nasi Lemak: F&B Social Media in Singapore, from 185,000 to 620,000 Monthly Impressions

Instagram and TikTok management for Dickson Nasi Lemak, a Singapore nasi lemak and ayam goreng berempah brand: a short-form reels engine, hyper-local reach, daily community management and shareable content, measured in reach, followers, video views and saves.

The client

Dickson Nasi Lemak is a Singapore nasi lemak brand built around its ayam goreng berempah, with outlets, catering and a strong lunchtime office-worker following. Its customers decide where to eat on their phones, often within minutes of lunch, so being seen on Instagram and TikTok at the right moment is most of the marketing.

The problem

At the start of 2025 the brand's social accounts reached about 185,000 impressions a month, with 4,200 Instagram followers, 1,100 on TikTok and an average engagement rate of 2.8%. Posting was irregular, and short-form video drew about 45,000 views a month.

What we did

  • A fixed posting rhythm. Five posts a week across Instagram and TikTok, scheduled for Singapore's peak lunch and late-afternoon browsing windows through Meta Business Suite and TikTok's planner.
  • A reels engine. 120+ short videos across four pillars — cooking prep, customers unboxing and tasting, staff behind the scenes and promotions — each opening on a three-second visual hook such as the chicken's crunch or sambal being poured, paired with trending audio.
  • Hyper-local reach. Location tags and local hashtags such as #SGFoodie and #TanjongPagarFood to reach nearby office workers on the explore pages.
  • Community management. Daily story polls and quizzes, and every comment answered within 30 minutes during lunch hours.
  • Content people save and share. Captions written to be sent to colleagues, and carousels with outlet hours, parking and holiday menus that people bookmark for later.
  • A profile that converts visitors. A consistent visual grid, clear bio calls to action, and story highlights for the menu, outlets, catering and FAQs.

What we delivered

  • 120+ short-form reels produced and published Across Instagram Reels and TikTok over twenty months.
  • 6–8 reels a month Inside a five-posts-a-week rhythm timed to lunch and late-afternoon browsing.
  • 4 content pillars Culinary craft, customer point of view, behind the scenes and promo alerts.
  • 30 min comment response during lunch hours Every comment answered.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January 2025 – August 2026)

Metric Before After
Organic impressions a month 185,000 620,000 (+235%)
Instagram followers 4,200 18,600 (+342%)
TikTok followers 1,100 6,800 (+518%)
Profile visits a month 8,500 38,200
Average engagement rate 2.8% 8.4%
Short-form video views a month 45,000 210,000 (4.6×)
Saves and shares a month 1,450 8,200 (5.6×)
Average reel retention — 42.5%

Sources: Instagram Insights and Meta Business Suite (impressions, followers, profile visits, saves and shares, engagement), TikTok Analytics and Creator Studio (TikTok followers, video views, engagement) and the social media master schedule and content repository (reels produced, retention).

What this means for your nasi lemak brand

The plain-language version. In twenty months Dickson Nasi Lemak's social accounts went from about 185,000 to 620,000 impressions a month, its Instagram following more than quadrupled, and its short videos went from 45,000 to 210,000 views a month. People now save and share its posts more than five times as often — the kind of word of mouth that fills a lunchtime queue.

What this says about shakalakaa: we run social media management and short-form video production in-house for Singapore F&B brands, on a fixed rhythm, and report it in reach, followers and actions rather than likes alone.

Related pages short-form video production
Related at shakalakaa Singapore social media marketing how we work with large brands in Singapore

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FAQ

Frequently asked questions

What did shakalakaa do for Dickson Nasi Lemak?
Ran Instagram and TikTok on a five-posts-a-week rhythm, produced 120+ reels in-house across four content pillars, handled daily community management, and built shareable and bookmarkable content for local office workers.

What were the results?
From January 2025 to August 2026: monthly impressions from 185,000 to 620,000, Instagram followers from 4,200 to 18,600, short-form video views from 45,000 to 210,000 a month, and saves and shares from 1,450 to 8,200 a month.

Why track saves and shares?
A like costs nothing. A save means someone plans to come back, and a share sends the post to a friend or colleague — the closest social signal to a future visit.

Is this paid advertising?
No. These are organic social results — reach, followers and actions earned by the content itself, not bought with ad spend.
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