The Massimo brand was established in 2011 with the aim of introducing the Italian love for high-quality bread to Malaysia. In December 2022, Massimo launched a new limited edition sponge cake called Massimo Torta, which is perfect for a quick snack. Additionally, in June 2023, two new cream rolls were introduced: Hami Melon and Chocolate Hazelnut. To generate excitement for these new products, Massimo aims to enhance user engagement through social media contest.
Facebook and Instagram platforms were used to executed the campaign. Prior to the launch, teaser posts was launched to give audience a sneak peek of the upcoming product and contest. These posts featured mysterious captions and visually stunning content, intended to spark curiosity. A week before the launch, a series of countdown videos were posted, gradually revealing various aspects of the product. Our overall strategy aims to create a seamless and captivating experience for users on both platforms, ultimately enhancing brand engagement and intensifying excitement surrounding the campaign.