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Maggi approached us to create an influencer campaign to make Maggi relevant to Singaporeans once more in an increasingly crowded instant noodle space.
To do that, we tapped three popular influencers that matched our target demographic of 18-40 year olds. First up, we had Aiken who talked about his adventures in Bangkok and how Maggi Tom Yam brought back fond memories of his travels. Next, local actress and content creator Munah shared how her Aunt inspired her unique way of spicing up Maggi Curry Noodles. Finally, channel 8’s Chef Eric showed us how he created a K-drama inspired Cheesy Curry Maggi.
In addition to three YouTube videos, we also shared their recipes on Instagram and Facebook posts as well as Instagram Stories, so that viewers could easily recreate them at home.
The results? Over 900,000 views on Youtube and 1,000 likes across Youtube and Instagram. Our campaign resonated with Singaporeans and many also eagerly shared their own unique was of creating #MyMaggi.