Amajoya

MAKING LUXURIOUS DESSERTS MORE ACCESSIBLE THAN EVER BEFORE

Explore our work
View All Case Studies
Amajoya studio photoshoot

Enhancing Me-Time Moments with Signature Indulgences

When looking at candy, Amajoya sees more than sweets. It envisions the potential to share joy. Known for its unique flavors and sheer variety of ranges, the industry innovator heard consumers’ call for blissful me-time treats. Its response? An all-new Signature Range of dessert-inspired confections.

Armed with research that showed the primary reason Amajoya fans purchase is “an indulgent treat for myself,” Magnetic tapped into the joy of these moments. Our mission was clear: convey how the confectioner has created the perfect sweet to make these moments extra special.

Based on Magnetic’s findings and the fact that varied groups enjoy Amajoya’s confections, the campaign slogan was born: Irresistible dessert-inspired candy to satisfy your sweetest needs.

Messaging resonates differently across audiences, Magnetic recognizes this. That’s why we tailored our approach – to align the campaign’s core communication strategy with the diverse values and aspirations of distinct target audiences. We then set specific objectives to measure the success of the campaign for each group.

Amajoya social media banner design Amajoya social media banner design
AMAJOYA’S SIGNATURE RANGE SOCIAL MEDIA BANNER DESIGN

COME FOR THE SWEET TREATS, STAY FOR THE VISUALS

Designing Dreamy Artwork

"Amajoya’s Signature Range presented the perfect opportunity to elevate the product beyond taste alone, affording it a level of reverence we felt it honestly deserved. By creating a multisensory world of texture, taste and tone, decadence and desire, fans, both loyal and new to the brand, could experience a moment of truly decadent indulgence."

Jean-Paul Brouard

SENIOR DESIGNER

Magnetic’s designers drew inspiration from the Signature Range packaging’s elegant aesthetic. Our team set out not only to capture the brand’s truth but also to infuse it with new life. They masterfully combined classic Amajoya elements, like the brand’s signature swirl motif, with innovative design components to achieve this.

Introducing a rich and creamy color palette brought an air of modern luxury to the artwork. Add to that rose gold accents plus crisp, clean lines, and you have a bona fide feast for the eyes. The resulting designs seamlessly fit Amajoya’s existing body of work, while also elevating its aesthetic in a competitive market. 

Signature Range designs appeared across paid and social media, a landing page, a newsletter, a blog article, and billboards.

Amajoya packaging lifestyle photography Amajoya packaging lifestyle photography
SIGNATURE RANGE PACKAGING HERO SHOT
Amajoya social media teaser post design Amajoya social media teaser post design
Amajoya organic social media design Amajoya organic social media design
amajoya social media text post design amajoya social media text post design
Drag
"With Amajoya’s dessert-inspired range, the plan was to create a series of intimate moments conveying the act of sharing and the indulgence of an individual’s me-time."

NOEL SCHOLTZ

VIDEO EDITOR

CAMPAIGN EYE-CANDY

Sweetening the Deal with Enticing Photography and Animation

Magnetic’s photographers prepared a lifestyle shoot based on the preferences of the targeted groups. Our team shot using subtle, ambiance-setting lighting to create a cozy and personal look – visually separating the Signature Range from others in Amajoya’s arsenal. Framing mostly in mediums and closeups, Magnetic kept the product large in each frame without losing the joy found in every moment. 

As for motion graphics, Magnetic’s 3D team fine-tuned a ‘burst of ingredients’ animation to visually articulate the pure joy of savoring an Amajoya candy. They added a swirling nova on a milky background to further accentuate the effect. During the process, our team also developed a motion template suited for both vertical and horizontal formats, making for versatile ad configurations.

  • SIGNATURE RANGE REVEAL VIDEO
"Through strategic influencer collaborations, the Amajoya Signature Range Campaign sparked excitement, increased social media engagement, and amplified the brand’s presence. Proving that when passion meets influence, the result is pure magic."

Gemma Persello

Social Media Manager

SPREADING THE JOY

Collaborating with On-Brand Lifestyle Influencers

What better way to create hype and facilitate product education than an influencer collaboration? Magnetic approached eight beloved lifestyle influencers with audiences distributed across Instagram and TikTok. Each received a sleek product release kit, ready to unbox and review.

Instructed to create an Amajoya Signature Range tasting reel that highlighted the product experience and taste, the influencers delivered! All eight engagements created compelling content where Amajoya’s new range stood front and center. Strong calls to action and strategic hashtags improved engagement, discoverability, and brand awareness, while also providing important context.

  • INFLUENCER GRACE MONDLANA REVIEW - AMAJOYA’S SIGNATURE RANGE

  • INFLUENCER ANARZADE OMAR UNBOXES THE AMAJOYA SIGNATURE RANGE

THE RESULT?

Success Worth Savoring

Working on a campaign with so many moving parts, it’s no stretch to say this was an agency-wide effort. Yet it paid off tremendously, with results exceeding client expectations. 

The campaign launch video was received particularly well, attracting a total reach of 91,999 and 176,427 total impressions, 60,703 total post engagements, and an average post engagement rate of 4.7%.

On the social media front, the teaser posts had a total reach of 218,926, as well as 402,332 total impressions, 27,568 total engagements, and an average engagement rate of 5.1%. The remaining campaign posts enjoyed a total reach of 384,276 and garnered 602,276 total impressions, 117,478 total engagements, and an average engagement rate of 6.6%.

Social ad performance across Meta channels saw a total reach of 1,740,995 and garnered 5,611,458 total impressions, as well as 125,717 total engagements. TikTok ads amassed 3,669,418 impressions and enjoyed a total reach of 1,160,000. Finally, Google ads were responsible for 1,543,613 total impressions and 27,537 total clicks. They also boasted a total watch time of 51 days and 13 minutes, with an average cost per view of R0.04.

Amajoya studio packaging photography close up Amajoya studio packaging photography close up
SIGNATURE RANGE PACKAGING SHOT
  • SIGNATURE RANGE VERTICAL VIDEO
  • SIGNATURE RANGE BERRY CHEESECAKE CANDY REVEAL

Key Performance Indicators

  • 8,350,000

    (KPI – 4,500,000) Impressions across Facebook, TikTok, and YouTube

  • 7,321,450

    (KPI – 4,000,000) Total Reach

  • 338,762

    (KPI – 300,000) Total engagements

  • 4.6%

    (KPI – 3%) Engagement rate

  • 27:1

    (KPI – 18:1) ROAS (Reach & Engagements): For every R1 spent, 27 people engaged with our content.

  • 31:1

    (KPI – 18:1) ROAS (Impressions): For every R1 spent, people saw our ads 31 times.

AN AGENCY FOR CPG BRANDS WITH STRATEGIC GROWTH AMBITIONS

Turn to Magnetic and Capitalize on Your True North

Another day, another win for our clients. When working with Magnetic, you can also look forward to overwhelmingly positive results such as the ones we secured for Amajoya.

We don’t rush blindly into any campaign. We poke, prod, and delve deeper – unearthing what makes your brand uniquely its own. Only then do we chart our course to True North. Where your purpose becomes clear, and a path to sustainable growth waits in plain sight. 

 
Services
Brand Intelligence
  • Research & Discovery
  • Brand Development
  • Brand Strategy
Creative Development
  • Creative Strategy
  • Creative Development
  • Asset Creation
  • Video Production
Growth Marketing
  • Analysis & Definition
  • Marketing Strategy
  • Campaign Execution
  • Measure, Report & Iterate