SQUID GAME

TitleSQUID GAME
BrandMALAYSIA DAIRY INDUSTRIES
Product / ServiceMARIGOLD HL CHOCOLATE MILK
CategoryA01. Consumer Goods
EntrantGOODFELLAS Singapore, SINGAPORE
Idea Creation GOODFELLAS Singapore, SINGAPORE
Media Placement GOODFELLAS Singapore, SINGAPORE
Production GOODFELLAS Singapore, SINGAPORE
Additional Company MALAYSIA DAIRY INDUSTRIES Singapore, SINGAPORE

Credits

Name Company Position
Patrick Low Goodfellas Copywriter
Chong Kian Guay Goodfellas Art Direction
Therese Grosse Goodfellas Account Management
Acer Chang Goodfellas Art Direction

Why is this work relevant for Social & Influencer?

Social media is so powerful because it transcends borders and people across the globe can appreciate the same content. Our Squid Game post does the same thing, it’s easy to understand and people worldwide can appreciate the idea behind it. Riding on trends on social media is a great way to gain visibility and boost engagement, which is what our post managed to do.

Background

Squid Game was a global phenomenon that had the whole world talking and was all over social media. MARIGOLD HL Milk is a renown brand first launched in Singapore in 1988, and is more popular amongst the older generation. They launched their Instagram account in 2020 as an attempt to reach out more to younger audiences. There has recently been strong competition in the market, with social media buzzing over Farmhouse’s Dark Chocolate Milk. We realised that we were in the unique position to address both issues — reaching out to the younger generation, and promoting MARIGOLD HL Chocolate Milk to regain market share, hence we decided to create a Squid Game post to promote our product and engage more with our audience to build a stronger connection.

Describe the creative idea (30% of vote)

We wanted a tongue-in-cheek way to promote MARIGOLD HL Chocolate Milk, so we decided to utilise the scene where the main protagonist Gi-hun asked for chocolate milk but was told there were only plain ones available. Our post highlighted that unlike Squid Game, we have chocolate milk as well.

Describe the strategy (20% of vote)

We wanted to create a post that would stand out from the millions of Squid Game posts, so we searched the #SquidGame hashtag on Instagram to scope out the competition and find out what other brands were doing. Since Squid Game was popular with a wide demographic, we targeted consumers most likely to purchase MARIGOLD HL Milk or enjoy Squid Game content. We also made use of the Instagram Story feature and adapted our post into an interactive Instagram Story Poll to gain insight on consumer preferences. With #SquidGame being a trending hashtag, Instagram was the perfect platform to utilise for this post. People’s tendencies to share humorous posts on their Instagram stories would also give us greater reach, and the hashtags on Instagram would allow more people who were interested in Squid Game to view our content.

Describe the execution (20% of vote)

We had to make sure it was something that was relevant to Squid Game, could promote our product, and was not something overused that people were getting tired of seeing. We wanted to create something meaningful and on-brand with our product, which is why we decided on the memorable scene of Gi-hun asking for chocolate milk instead. We knew we had to move swiftly while the trend was gaining traction, so we brainstormed for a day and created the post the very next day for approval before publishing it. We posted this visual on Instagram and Facebook, and did a similar adaptation for an Instagram Story, which utilised the poll function to ask consumers if they preferred plain or chocolate milk. We also made sure to interact with as many of the comments as possible, to encourage conversation, further build rapport with our consumers and boost engagement.

List the results (30% of vote)

Our post went viral on Instagram, reaching 40,065 people and garnering 1,066 shares, a 700% increase in our usual reach and engagement. It was also featured on multiple media platforms, such as Marketing Interactive, TSL Media, and Digital Agency Network, giving us additional media coverage of over 300,000 people and helping increase positive brand sentiment. The overall engagement rate for this post was 14.56%, which was more than 10% higher than our Instagram page’s average engagement rate. It also helped us gain a 10% increase in followers in the span of a few days, increasing our follower count to 500.

Links

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