Maggi. Mein topfinito

Develop a digital campaign for the microwave dish "topfinito" that generates attention and increases interaction. The communication should be as modern as the product itself. The logical step: Users get a say in the product development. And decide and put together the 10th topfinito variety themselves. All on Facebook.

Communication in the target group's stomping ground
Young, male, single - potential topfinito buyers are Internet-savvy, into technology and open to gaming. On Facebook we gave them a configurator called "My topfinito", which they can use to combine more than 80 ingredients as they wish - and develop their favorite dish.

Marrying the DIY basement with MAGGI
The tonality of the configurator is highly geared towards the male target group: The design has a technical look, and the wording makes it clear that top speeds on the road matter more to the customer than frying times in pans. "Configure, tune, do it yourself" the call to action reads - integrated in an action tab on the MAGGI KOCHSTUDIO Facebook page.

Not just voting, advertising
A jury of experts evaluates the ten creations with the most fans. They choose three finalists, who face the fans on Facebook in a second round. For the first time in Germany: The candidates can go canvassing votes with their own Facebook ad budget. The participant who inspires the most fans wins - and can bring their topfinito product onto supermarket shelves.

The campaign combines social and paid media: With the help of banners, we create awareness and get the audience involved in the brand channel on Facebook. We developed the Action Tab on Facebook and the product configurator for the MAGGI KOCHSTUDIO website. The result: More than 3,200 configurations in the first four weeks alone - and an increase in the number of Facebook fans to around 14,000 people. That's more than 200% more than before the campaign started.