KUALA LUMPUR, 17 March 2026 – Anchor Butter has teamed up with Malaysian celebrity Bella Astillah to deliver a successful Hari Raya charity initiative, raising RM13,000 through a TikTok Live cookie sale that sold out in under five minutes.
The exclusive Anchor Butter x Bella Astillah Raya cookie boxes drew overwhelming response from viewers, highlighting the growing power of social commerce in driving both engagement and impact. The entire proceeds from the campaign will be donated to Pertubuhan Pendidikan Anak-Anak Yatim Selangor, also known as Rumah Bakti Dato’ Harun in Ampang.
Turning Festive Cheer into Meaningful Giving
Held in conjunction with Ramadan and the upcoming Hari Raya Aidilfitri celebrations, the initiative combined festive indulgence with charitable purpose. Each purchase of the limited-edition cookie boxes, made using Anchor’s signature butter, contributed directly to supporting underprivileged children at the welfare home.
Rumah Bakti Dato’ Harun provides shelter, care, and education to children in need, and the funds raised will help enhance their festive celebrations and daily welfare.
The campaign reflects the spirit of Ramadan and Syawal, where acts of generosity and compassion take centre stage, transforming a simple festive treat into a meaningful contribution to the community.
TikTok Live Powers Rapid Sell-Out
The campaign was executed through an interactive TikTok Live session, where Bella Astillah engaged directly with audiences while showcasing freshly baked Raya cookies.
The real-time format created urgency and excitement, enabling viewers to purchase the limited-edition boxes instantly. The result, a complete sell-out in less than five minutes, underscores the effectiveness of combining influencer engagement with live commerce platforms.
The initiative also highlights how brands are increasingly leveraging digital channels to connect with consumers in more immersive and purpose-driven ways.
Brand Purpose Meets Digital Engagement
According to Anchor Butter’s Marketing Director, Lim Siew Poh, the campaign was designed to go beyond commercial objectives and reflect the brand’s commitment to community engagement.
By aligning festive celebrations with charitable giving, the initiative demonstrates how brands can play a role in fostering social impact while remaining relevant to modern consumers.
Bella Astillah echoed the sentiment, noting that the experience was particularly meaningful as it allowed her to connect with fans while contributing to a cause that directly benefits children in need.
A New Model for Social Impact Campaigns
The success of the campaign points to a broader trend in marketing, where social commerce, influencer collaboration, and purpose-driven initiatives converge.
For brands, it offers a blueprint on how to:
- Drive rapid consumer engagement
- Leverage digital platforms effectively
- Create authentic connections with audiences
- Deliver tangible social impact
As digital engagement continues to reshape consumer behaviour, campaigns like this illustrate how commerce can be seamlessly integrated with community support, especially during culturally significant periods such as Hari Raya.
