Bringing Back An Old LOVE for new Engagement
Here’s the secret recipe for engaging cake lovers on social media:
First, stir their hearts. Next, churn up excitement. And finally, whisk them away on a trip down memory lane.
To flaunt their local flavours, homegrown bakery In the Brickyard teamed up with us for an epic social media campaign. With an unprecedented round of MEGA Lom Chiam Pas, we turned a familiar two-player game into a fierce nation-wide showdown.
Through bright visuals and fun copy, old and new fans were invited to duel InTheBrickYard. Our reach was amplified through the use of IG stories, IG Live and influencer appearances.
All participants were treated to free cake at InTheBrickYard’s new haunt – where they found a new love, from an old pastime.
IN THE BRICKYARD
A brief timeline of how things played out.
Content leading up to "Live" event
MAKING ALL THE RIGHT MOVES
While a good time was had by all, the gamer in us was keeping score.
Through the strategic use of IG Stories and a slew of fun pre-campaign posts, MEGA Lom Chiam Pas sparked a level of brand engagement like never before. Even with a lean budget, our organic results proved that strategic creativity makes all the difference.
By the end, InTheBrickYard would go on to lose a few games but gain something much more precious — genuine fan interest.