Master Martini
The partner of pastry chefs, chocolatiers and bakers. Social for South East Asia.
Pastry chefs and bakers don’t scroll for fun. We ran Master Martini’s Instagram and Facebook in five Asian markets with recipes and live demos for people who bake for a living.
Since 1982For working bakers and chefs5
markets: Malaysia, Hong Kong, Singapore, Indonesia, and Thailand
2
platforms, Instagram and Facebook
1982
the year Master Martini started working with pastry chefs
Since 1982 The brand
A supplier to professional kitchens, and an audience with no time to scroll
Master Martini has worked with pastry chefs and bakers since 1982. It sells raw materials, semi-finished, and finished products, picked and made for professional kitchens.
We were asked to run its Asia social accounts in five markets. The goal was brand recognition with a very narrow audience: working bakers and chefs.
They don’t browse feeds for fun. They follow accounts that help them work better.
Where the accounts ran
- Malaysia
- Hong Kong
- Singapore
- Indonesia
- Thailand
Instagram and Facebook, coordinated across all five.
Instagram and Facebook What we posted
Show chefs exactly how the products work
The plan stuck to one idea: show professionals how to use Master Martini products in their own kitchens. It grew in layers.
How the plan built up
To start
Recipes worth saving
Good-looking recipes that were easy to follow, with plenty of photography and step-by-step video.
Live
Sessions with well-known chefs
Chefs demonstrated the products in real dishes and took viewer questions as they came in. The brand felt present and easy to approach.
Added
Contests with a hashtag
Chefs shared dishes made with Master Martini under a dedicated hashtag, with prizes on offer. That kept user content and word of mouth coming.
Alongside
Online classes and workshops
Sessions on current techniques and trends. Chefs walked away with something they could use the next morning.
Once it ran Results
More chefs knew the name, and more orders came through
Once the plan was running, more chefs learned about Master Martini. Awareness went up, new followers kept arriving, and the attention showed up in business: more inquiries and orders through distribution.
The content also took the brand into new markets in the region, in front of professionals in areas it hadn’t reached before.
Awareness
Up among bakers and chefs
Followers
A steady flow of new ones
Orders
More inquiries and orders
Through distribution
New ground
Professionals in areas the brand hadn’t reached
Within the region
What carries over
Teach something every time
Professionals follow accounts that help them work. Every format here taught a technique or a use for a product.
Put a chef on camera
Live demos with well-known chefs answered real questions in real time. A polished post can’t do that.
Give peers a reason to post
A hashtag contest with prizes turned customers into content makers, and their posts carried word of mouth.
Services delivered
- Campaign
- Design
- KOL
- Media
- Social
About the data: Master Martini’s results are reported qualitatively, with no follower or sales figures published. This case covers the Instagram and Facebook program only, not budgets or commercial terms.
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