PROTOCOL partnered with Glyph Community for their 6th anniversary celebration on creative + social media pro bono work as part of its CSR efforts.
The work involved developing a brand + social media toolkit, as well as a campaign video centred around the history and story of Glyph Community.
Glyph Community runs weekly non-academic classes for underprivileged kids in the community. Their mission is to create access to affordable privileges in life and equalising opportunities among the social classes. Glyph Community has supported over 2000 children and in 2022, they ran 600 classes and programmes across their 3 centres.
Our agency TikTok has been making some waves lately and the latest feather to our cap has been our April Fool’s Tiktok that has crossed 1.3 million views.
In commemoration of the upcoming Hungry Ghost Festival, creative agency PROTOCOL has launched a digital offering concierge on its Instagram Stories.
The agency came up with the idea to reimagine the premise and ritual of the offerings for a new generation, in a digitally savvy and ecological manner.
“The burning of paper offerings during the Hungry Ghost Festival has always fascinated us. Its practices are firmly rooted in tradition but elements of it have evolved with changing material needs of the living. Paper bungalows, limousines, branded bags have been joined by paper digital devices and vaccination kits.” Benjamin Lee, the Creative Director of PROTOCOL explained.
“While some might find the idea a little taboo, it is about filial piety, and it’s a part of our heritage that is definitely worth preserving,” He added.
In just 24 hours it received over 10,000 impressions and over 30 digital offerings ranging from the classic Rolex to McSpicy, and a Spice Girls van.
This culminated in the digital burning ceremony held on Instagram stories on the 30 August – traditionally the day when the gates of hell are opened.
Highlights can be viewed here. Watch the burning ceremony below.
We were so stoked to be able to partner with the brilliant Joel Lim of @limxjoel fame on a special GE2020 explainer video on IGTV – we reached over 16K views!
A big thank you to TODAY too for featuring the video.
Singaporeans love spicy food. We’re willing to endure the pain of the spiciness to enjoy the tasty pleasures of the food. No matter how much pain MAGGI® Hot Heads puts you through, you’re willing to face its insane spiciness over and over – the tasty flavours just keep you coming back for more.
Spiciness also works as a double entendre for a situation or a relationship. Playing off this double meaning, we wanted to put different sets of personalities together in squaring off in a battle of personalities – and spice endurance.
Enter – the MAGGI Hot Heads Challenge.
We came up with a two-fold strategy tailored to our objectives.
Strategy
We set the campaign in motion by by working with a – perhaps the – leading influencer in the local arena, pretty well known for her spicy personality. Her 400K fans on Facebook and 600K+ on Instagram would serve as a conversational catalyst to generate considerable momentum for the campaign, alongside DJ and personality Dee Kosh.
Execution
PHASE 1 – THE TEASE: SETTING UP A SPICY SHOWDOWN
We wanted to kick off the campaign with some level of intrigue, leveraging on a content partner with a significant social media following. This was done with leading influencer Xiaxue commencing proceedings by somewhat cryptically putting out an open invitation to join her for a MAGGI Hot Heads tasting challenge.
This was of course, a set up for her usual partner-in-crime Dee Kosh to enter the conversation.
The spicy conversation then culminated in a challenge between the two social media titans
With the challenge accepted, the stage was set for an epic showdown between the two in just 3 days time. On MAGGI’s Facebook page, we rolled out a dramatic-looking “fight-bill” inspired poster – which was also cross-shared by the influencers.
The MAGGI Hot Heads Challenge video (produced by PROTOCOL’s in-house subsidiary UNMASTERED) premiered right on time on MAGGI’s Facebook page, and quickly went viral: with over 500 shares in less than 24 hours, reaching close to 1 million people and 200K views early on.
Overall, the campaign saw
a reach of over 3 million people
over 600K video views
6K+ content engagements including 1K+ shares
across all social media channelswith largely positive sentiment towards the campaign and many expressing excitement for the product. Campaign saw a huge incremental spike in interest and google searches over time, reaching its peak popularity in Aug 2018, a week after the campaign roll out.
