KÖNIG / 金格食品 · Client project at Supermedia · Delivered campaign
Creator Campaign & Interactive Website
Jul 2023–May 2024
I led KÖNIG’s castella-cake campaign from proposal to completion, taking full ownership of campaign planning, execution and final reporting.
The goal was to generate 5 million impressions for KÖNIG’s castella cakes and encourage fan participation. Fans were invited to record messages to KÖNIG on the campaign website and enter a prize draw, with cakes delivered to the winners.
The campaign delivered six creator collaborations and a website launched on 1 April 2024. Promotion spanned KÖNIG’s own Facebook page, influencer Instagram accounts, Google Display Network (GDN) advertising, and campaign content on Taiwan Talent Show and GIRLSTALK.
We recommended creators across different fields, including fitness, gaming and history, to reach a broader mix of audiences. All six creators published their own Instagram Reels, which our media team then edited into a combined video report. The campaign also included group-buying content.
Selected materials
Campaign website, video & article
Fan-message campaign website
Fans recorded messages to KÖNIG and entered a cake prize draw.
Fan-generated Voice of Happiness
A personalised record-style page created from a fan’s recorded message.
Taiwan Talent Show campaign video
GIRLSTALK Instagram Reel
GIRLSTALK media report
Challenges & solutions
Managing a last-minute brand risk
One creator became the subject of negative media coverage after filming was complete and shortly before the video was due to go live.
I proactively alerted the client rather than waiting for them to raise the issue, and presented two options:
The client chose Option B: replacing the creator and restarting the script and filming process.
Campaign results
Impressions target: 5,000,000
- Total impressions
- 8,901,022
- Total clicks
- 27,473
- Total views
- 3,691,157