The Challenge

Although very well known in Indonesia, many Malaysians have never heard of Roma Cream Crackers as compared to many of the big brands in the market. And despite the proposition of a less oily cracker, the brand has not yet breached a satisfactory share of voice. To counter this problem, the client requested for a campaign on social media to capture a younger demographic, which will also seek to communicate that Roma Cream Crackers contain 43% less fat.

The Solution

Hijacking the popular finger heart sign made popular by Korean stars, we used it to communicate Roma’s less oily cream crackers. The campaign, “Fillin’ Good with Roman”kicked off with a content plan on Facebook and Instagram, followed by 2 fun little videos featuring the fingerheart. This was then completed with a series of contests on a weekly basis.

The Result

Engagement peaked during the contest period and saw the increase in followers for both Facebook and Instagram. We established a strong presence on social media and increased sales for the client. Overall, the campaign was a success for Roma.