Master Social Communication Planning & Creative
SMC Content Development & Production
Social Outreach Execution Plan
Social Outreach Asset Development & Production
Social Outreach Booking

LOF

AUG 2024

MALTO wanted back into the teen universe - not as a background beverage, but as the energy they reach for.
Partnered with Cheil, they brought to Tám the vision: Shake It Off, and the face: Jang Won Young.
Nice ingredients.
But social isn’t a recipe - it’s a battlefield.

MALTO faced two critical challenges:

• With limited social data, teen reach had to be built on real behavioral insight, not direct targeting
• At the same time, WY’s global stardom left zero room for missteps, communication had to be bold yet brand-safe, innovative without crossing cultural lines

All of this unfolded as the campaign launched into peak social chaos:

MARCH - Drama season, sensational topics hijacked every feed

APRIL - National takeover with The 50th Anniversary of the Liberation of Southern Vietnam and nationwide military parades

Feeds were noisy. Attention was fragmented
So the strategy had to be tight, fast, and precisely structured to cut through it all

All core materials were provided by the brand and Tám's role was to unlock their full social potential

After decoding the cultural chaos, everything aligned:

Brand DNA × WonYoung’s approachable glow × Teen spirit.
We preserved Brand DNA by staying true to the original assets and narrative.

We maximized WY’s value by turning brand-approved materials into high-frequency, high-impact social moments and we localized the execution to reflect teen behavior - fast, playful, remixable.

• We translated the ATL idea into a remixable social system built on teen behavior
• “Shake It Off” into a social cue, call-to-action, built on teen emotion and refined in real time
• WY reframed from celebrity to relatable peer, enabling teen cultural ownership
• Global fandom unlocked cross-platform virality beyond TikTok (Threads, X)

We didn't chase noise

We unlocked global impact.

1.3 Billion Impressions, 77 Million Views, 1 Global Movement

We dominated the feeds and shattered the charts. With +2.5 million total engagements and a presence that commanded the “Popular” tab globally, MALTO has officially landed on the world stage. This is the new standard of performance

Born in the heart of local, trending on the pulse of global

This is more than impact, it’s an unstoppable performance that made the world stop and stare

MALTO didn’t just return to teen culture.
it entered like it belonged there.