MARIGOLD 0% Fat Yoghurt Drink: When You Feel Good It Shows

This case study shows how Marigold, a yoghurt brand, successfully increased brand awareness among Singaporean women using a highly engaging social media campaign.

Campaign details

Brand: MARIGOLD 0% Fat Yoghurt DrinkBrand Owner: Malaysia Dairy IndustriesAgency: MashwireCountry: SingaporeIndustries: Milk & dairy drinksMedia Channels: Content marketing, Integrated, Online video, Point-of-purchase, in-store, Product placement, Social media, Websites & microsites, Word of mouth, advocacyBudget: 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...

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