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

  1. a reach of over 3 million people
  2. over 600K video views
  3. 6K+ content engagements including 1K+ shares

across all social media channels with 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.