Maltesers Influencer Marketing

Maltesers Youtube Influencer, SNS Viral marketing

The chocolate brand Maltesers of global food company Mars has a story. It is a product that is famous worldwide but not well known domestically, but it became famous in Korea when a domestic YouTuber used it as a food show material.

Using this as a springboard to increase brand awareness and promote the product, Maltesers launched a large-scale digital marketing campaign with digital integrated marketing agency Avocado Giant.

Global Chocolate SnackBrand Maltesers Influencer & Viral Marketing Strategy

Maltesers Choco Ball (Source: Maltesers Korea YouTube)

As a brand that had been strongly influenced by YouTube channels, they continued their offensive by utilizing YouTube influencers.

The online marketing strategy of Avocado Giant and Maltesers was to
1️⃣ introduce the product with impact by running PPL advertisements on celebrity mega influencer Kang Yu-mi and mega YouTuber Plan D channels,
2️⃣ upload promotional content to 60 Instagrammers and 23 popular SNS social pages to build a natural and friendly brand image.

Maltesers x Kang Yu-mi YouTube PPL Content Advertisement

Celebrity YouTube Influencer Kang Yu-mi Maltesers Branded Content
(Source: Kang Yu-mi YouTube)

Kang Yu-mi, a mega YouTuber and comedian with 1.29 million subscribers, is greatly loved for her excellent acting skills and sense of humor, which makes various situational dramas fun to watch.

Kang Yu-mi and Avocado Giant presented a situational drama that captures the typical appearance of office workers that can be seen during lunch time at work.

Office worker(?) Kang Yu-mi showed off her natural appearance eating Maltesers as dessert after a meal. Kang Yu-mi tried to express the crunchy texture of Maltesers chocolate balls well by borrowing ASMR elements.

This video, which has both fun and product information, received an explosive response with 840,000 views and 8.3 thousand likes as of July 24.

Global Brand Maltesers Recruits Mega YouTuber
(Source: Kang Yu-mi YouTube)

Maltesers x Plan D YouTube PPL Content

Maltesers Plan D YouTube Advertisement
(Source: Plan D YouTube)

Plan D, a vlog YouTuber who beautifully introduces ordinary daily life, is also a mega YouTuber with 2.16 million subscribers. She is very talented and provides a lot of content that is fun to watch.

In the beginning, PlanD introduced how to eat Maltesers in various capacities and packaging forms according to the situation, and then showed how to make and eat Maltesers cookies with his own dexterity and cooking skills.

This video also garnered explosive responses, garnering 1.88 million views and 41,000 likes.

Plan D Maltesers Branded Content
(Source: Plan D YouTube)

Maltesers Instagram Influencer Viral Marketing

Maltesers Instagram content (Source: Instagram)

Afterwards, we conducted a viral campaign with 60 Instagram influencers to create awareness that various people enjoy Maltesers as a snack in various situations.

We distributed content using the hashtags Maltesers Milk and Maltesers Dark, and as many of the contents were exposed to popular posts, we were able to receive a total of 85,000 likes.

Maltesers x Instagramsocial page promotion

Maltesers Instagram popular social page advertisement
(Source: Instagram)

Lastly, we targeted fans of Instagram social pages with a large young target audience.

We uploaded feed content containing information on Maltesers’ best combinations, recommended sizes, etc. to 23 Instagram social pages loved by the 1020 generation, such as “What are you doing in your 20s?” and recorded 4.3 thousand likes.

It was a Maltesers digital integrated marketing that achieved brand impact, naturalness, and targeting a valid target audience all in one campaign!