MAGGI Pedas Giler

The Objective

Building awareness for a new product range

MAGGI Pedas Giler is an international brand known for its seasonings, instant soups, and noodles. For this campaign, the brand was looking to promote its new range of Pedas Giler instant noodles in Indonesia, with flavors like Ayam Bakar and Tom Yummz. The noodles feature tongue-numbing spiciness from Malaysia's small but mighty chili api, guaranteed to wow customers that are seeking that extra bit of spice in their noodles.

MAGGI Pedas Giler wanted to build awareness for its new range of instant noodles with a creator-led campaign. The brand partnered with Hepmil Creator's Network (HCN), a badged TikTok Creative Marketing Partner in the Creator Marketing specialty, to find creators to promote MAGGI Pedas Giler through a remix challenge. The campaign got TikTok creators to explore creative ways to enjoy instant noodles by mixing interesting ingredients in them. It aimed to inspire a new way of eating instant noodles to create excitement and drive word of mouth with younger audiences on TikTok.

The Solution

Engaging the right TikTok creators for the remix challenge

HCN worked with our TikTok Creator Solutions team to shortlist six creators that would be suitable for the campaign and fit the young demographic they were targeting. Besides helping to shortlist creators, the campaign was also overseen and managed by both HCN and TikTok's Creator Solutions team, with creative consultations to ensure success.

The creators that HCN proposed for the MAGGI Pedas Giler campaign each added their personal touch to the final creative through music, dance, skits, and user interactions to drive engagement and views. The videos had clear messaging, with every creator giving instructions on how to take part in the challenge, and the prizes that TikTok users could win to further encourage participation. The strong product and brand placement in the videos also made the campaign memorable for the audiences.

The Results

Amassing high engagement rates for the overall campaign

By engaging the right creators through HCN and with the help of our TikTok Creator Solutions team, the campaign amassed over 12 million views and an outstanding 9.97 seconds/average watch time per video view, surpassing benchmarks. The consistent aesthetics and transitions used in the creator videos also kept users engaged and highlighted MAGGI Pedas Giler's key message, further adding to the success and engagement of the overall campaign.