AEG

A social ecosystem built for performance, partnership, and premium taste.

Malkoppi took full-scale ownership of AEG South Africa’s digital presence — transforming its channels into a living, breathing brand experience. Beginning with a strategic content audit, we built a clear system around AEG’s four core pillars: innovation, culinary inspiration, laundry care, and energy efficiency.

Each platform was given purpose and rhythm. From static to motion, reels to recipes, we created a content engine that paired aesthetic precision with measurable impact. Community management ensured every engagement mattered, while paid amplification supported retailer campaigns and tentpole product pushes.

To bridge the gap between digital and real-world connection, Malkoppi extended the strategy through an ongoing AEG x Chef Nti partnership — a creative collaboration that blended lifestyle, food, and local culture into one cohesive narrative.

The Cook With Us Movement

Challenging the expected, one recipe at a time.
When a content series became a community.

The Cook With Us campaign invited South Africans to reinvent their favourite dishes with an AEG twist — from bunny chow reboots to reimagined milk tarts. What started as a user-generated challenge became a nationwide celebration of creativity and flavour.

We designed and managed the full campaign ecosystem — UGC mechanics, moderation, analytics, and weekly content cadence — while Chef Nti’s charisma brought the concept to life in kitchens across the country. The result was an authentic, story-rich series that married cultural relevance with brand aspiration, proving that AEG’s innovation doesn’t stop at the appliance; it lives in the hands of the people who use it.

The Results

A seamlessly integrated digital and influencer strategy that delivered measurable business growth, premium creative output, and an engaged online community. AEG’s social presence evolved from a content stream into a dynamic storytelling platform — one that not only showcased the brand’s precision but invited audiences to live it.

Services
• Content system and production calendar (static, motion, short-form)
• Community management and social hygiene (responses, moderation, escalation)
• Paid social amplification and performance reporting
• Campaign design and UGC architecture (#ChallengeTheExpected)
• Recipe curation and full-scale video production (concept, styling, shoot, edit)
• Partnership management and creative production with Chef Nti (concept, direction, rollout)