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Problem Statement

Maggi Pedas Giler needed to appeal to Malaysian youth who initially thought the product was too spicy.

Insights

Maggi faced a competitive landscape dominated by Samyang. The target demographic valued innovation, spontaneity, and culturally resonant messaging.

Strategy

ADA merged the audience's love for music and food through collaborations with K-Clique’s MK, who created remixed recipe videos. The campaign used a multi-platform strategy across Meta, TikTok, and YouTube.

Execution

•Partnered with MK to create 3remixed recipe videos, integrating the Maggi Pedas Giler jingle.

•Encouraged fans to participate inremix challenges, submitting their own creative videos and recipes.

•Involved key opinion leaders to amplify reach and engagement.

•Offered prizes to the most creative and innovative remixes to boost participation.

Awards won

•Content Marketing APAC Awards 2023 – Best Use of UGC (GOLD) & Best Use of Audio/Radio/Voice Content (GOLD)

•Dragons of Malaysia Awards 2023 – Best Product Launch or Re-Launch Campaign (BLACK) & Best Brand Trial or Sales Generation Campaign (BLACK)

•Hashtag Asia Awards 2024 – Best Social Amplification Campaign (GOLD), Best Social Brand Launch / Relaunch (BRONZE), Best Social Media Engagement Strategy (GOLD) & Best User-Generated Content Campaign (BRONZE)

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