Mokla Food is a traditional Malaysian frozen food brand specializing in keropok lekor and satar, based in Sg Besar with over 20 years in business. Built on word-of-mouth reputation and twice-weekly pasar malam trading, the brand had strong product credibility but no digital sales infrastructure — no online storefront, no TikTok Shop presence, and no way to track which content actually converted into orders.
Dragtille partnered with Mokla Food to build a content-driven sales funnel using WhatsApp click-to-chat as the primary conversion channel, paired with a hybrid retainer-plus-commission model designed around the brand’s cash-constrained reality. The focus was on translating decades of trust into digital demand — using storytelling content (including the brand’s own supplier-scam recovery story) to build emotional connection, while a unique-link tracking system solved the attribution gap between content views and WhatsApp-based orders.
Mokla Food built over 20 years of trust through word-of-mouth and twice-weekly pasar malam trading, but that same model capped growth — revenue stayed tied to physical footfall with no digital sales channel to extend reach. The brand had no TikTok Shop or online storefront, and no way to track which content actually converted into sales, since all order and revenue data lived in the owner’s personal WhatsApp.
A cash-constrained budget ruled out a standard retainer engagement, and a recent supplier incident — a spoiled batch of fish stock that disrupted production and strained working capital — added urgency to grow while making any new spend feel risky for the client.
Rather than pushing generic product content, Dragtille centered the strategy on personal branding — putting the brand’s second-generation successor, Rohaizat (Adik Kopok), front and center to share the family’s story and journey behind Mokla Food. This turned a faceless product feed into a relatable, ongoing narrative audiences could follow episode by episode, building emotional trust instead of leading with a hard sell.
To match the client’s cash flow reality, the engagement was structured as a hybrid retainer-plus-commission model — a minimal retainer covering hard production costs, with upside shared through commission, and ad spend kept separate and client-funded.
Audiences actively engaged with the storytelling videos, drawn in by content that felt distinct from typical frozen food brand posts. The authenticity of Rohaizat’s story-driven content turned casual viewers into a returning audience who kept following along — setting Mokla Food apart in a crowded, commodity-heavy category.
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