Campaign details

Brand: MARIGOLD 0% Fat Yoghurt Drink
Brand Owner: Malaysia Dairy Industries
Agency: Mashwire
Country: Singapore
Industries: Milk & dairy drinks
Media Channels: Content marketing, Integrated, Online video, Point-of-purchase, in-store, Product placement, Social media, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive Summary

Being the market leader, Marigold 0% Fat Yoghurt drink faced the tough challenge of maintaining its position in the product category. Using a different approach from the usual highlights of functional benefits, the agency presented an emotional route through discovering the key insight that women tend to give encouragement to people around them, but not to themselves.

Riding on the micro-moments of confidence loss that women encounter through the day, the brand took the strategic approach that a confident woman, is a beautiful woman. With relatable content to it's target audience, the campaign achieved a high 68% conversion rate on social media engagement and generated over a million impressions.