Nestlé Maggi Hotheads #untrends on Twitter

Nestlé India has launched a first of its kind Twitter campaign – #UntrendLikeHotHeads – for Maggi Hotheads, the spicy variant from Maggi launched last year. The brand is targeted at the youth who are a ‘bit eccentric’, are willing to take risks and have a positive and playful attitude towards life. 

Nestlé India’s in-house content ‘Live Studio’, managed by HyperCollective, and Zenith India, Nestlé India’s media agency, collaborated for this innovative campaign and executed it on Twitter. 

The campaign urged consumers to break free from popular trends and display their original, unique selves. They could post on an activity which sets them apart from popular trends. The gratification lay in the fact that Maggi Hotheads made people trend on Twitter. 

The Twitter campaign got over 13 million impressions and 28,000 hashtag mentions in just 3 days; Nestlé received 800-plus entries from across the country. The campaign received overall 3.1 per cent engagement rate, while the industry standard is at 2 per cent for FMCG. 

Tanmay Mohanty, Group CEO, Zenith India, remarked, “We are delighted to be at the forefront of this innovative and exciting campaign.  #UntrendLikeHotHeads hits the mark because it is fun, quirky, engaging and resonates with the Indian youth. There is an instant connect with the Maggi Hotheads brand, also known for its distinct positioning and taste. The campaign is a resounding success. It has sparked off viral conversations, amplified brand messaging, and generated rich insights. #Untrend has significantly added to the followership and popularity of Maggi Hotheads.” 

Taranjeet Singh, Country Director, Twitter India, said, “Our endeavour has always been to create enriching experiences for brands to connect with their fans on Twitter. Nestle’s #UntrendLikeHotHeads is a breakthrough idea, the collaboration saw extraordinary participation on the platform and enabled Maggi to be what’s happening on Twitter. We look forward to working closely to be part of more of such creative, strategic partnerships.” 

Using the hashtag #UntrendLikeHotheads, a plethora of fresh and engaging content pieces emerged in 3 days of the activity. Zenith India made sure that the content was targeted and optimised effectively and efficiently and hence delivering enriching brand experience through the platform.