Before digital marketing became a major part of how brands connect with consumers, Hacks Malaysia was already a well-known candy brand with strong exposure through traditional media such as television, radio, newspapers and magazines.
However, while the brand had established recognition offline, its digital presence had not yet reached the same level.
This was where Zoewebs came in.
Hacks approached Zoewebs to strengthen its online presence and begin building a stronger connection with a younger digital audience. The project became one of the early opportunities for Zoewebs to help a traditional consumer brand move into the digital space.
Rather than simply creating a new website, Zoewebs developed a broader online strategy covering website development, Facebook, online campaigns and digital advertising.
The goal was simple:
Bring a traditional brand into the digital world and create stronger online visibility.
HACKS Malaysia
2. Customer Requirement: Build Brand Awareness Online
Hacks wanted to reach more young people and align the brand with the latest market trends.
The main objective was to strengthen its online presence through:
The campaign was designed to increase online exposure while creating more opportunities for young consumers to interact with the brand.
The original campaign strategy focused on the Hacks Facebook Photo Contest, supported by website promotion and online advertising.
3. Challenges
Strong Offline Brand, Weak Online Presence
Hacks already had good exposure through traditional media, but its online presence had significant room for improvement.
Poor Website
The existing website had an old design, limited company and product information, outdated content, broken links and missing images.
The previous HACKS website before the new digital experience was developed.
Weak Social Media Presence
The existing Facebook presence was operating as an individual account rather than a proper business page. It was also relatively inactive, with limited customer interaction and incomplete information.
HACKS’ original Facebook presence before a dedicated brand page was established.
Limited Digital Knowledge & Resources
Hacks needed support to build and manage its online presence, while also developing campaigns that could attract a younger audience.
The challenge was therefore not simply “build a website.”
It was about creating the foundation for a brand that could communicate, interact and grow online.
4. Solution
Zoewebs developed a three-part digital strategy:
Website
The existing website was rebuilt with a modern design, updated company and product information, responsive layout and improved content structure.
Zoewebs transformed the existing social presence into a dedicated Facebook Fan Page, supported by regular content posting and customer interaction.
Online Contest
To create stronger engagement and brand awareness, Zoewebs developed a Facebook Photo Contest with a complete contest system covering participation, photo submission, voting, sharing and winner selection.
The strategy combined:
The campaign connected the website, social media, contest activity and digital advertising into one coordinated ecosystem.
This gave Hacks both a digital foundation and a mechanism to actively engage its target audience.
5. Execution
Phase 1 – Rebuild the Brand
Analyse Existing Online Assets
Zoewebs first reviewed Hacks’ existing website and Facebook presence to understand the weaknesses of its online assets.
The website and Facebook analysis identified issues including outdated design, limited information, broken links, missing images and low social interaction.
Brand Strategy & Discussion
Zoewebs worked with Hacks to determine how the brand should be presented online and how to better connect with younger consumers.
Website Development
The website was rebuilt with:
- Modern design
- Company & product information
- Updated content
- Responsive layout
The rebuilt HACKS website with refreshed design, updated content and product information.
Facebook Page Development
A dedicated Facebook Fan Page was created to replace the previous individual-account approach.
The page was then used for regular updates and customer interaction.
Phase 2 – Maintaining the Digital Presence
Facebook Management
Zoewebs actively managed the Facebook page through regular content posting and interaction with customers.
The aim was to build a growing community rather than simply create a page and leave it inactive.
Ongoing Facebook management supported regular content updates, campaign activity and audience interaction.
Website Updates
The website was maintained with ongoing content updates to keep the brand’s online information relevant.
Phase 3 – Aggressive Promotion
Once the digital foundation was established, Zoewebs moved into a more aggressive online promotion strategy.
Online Contest Planning
Zoewebs worked with Hacks to plan the Facebook Photo Contest, including:
Contest Duration · Prize · Contest Type · Participation Rules · Winning Criteria · Terms & Conditions
The campaign was structured into multiple rounds, with a complete participation flow covering photo upload, submission, voting and sharing.
The campaign combined photo submission, voting, sharing and winner selection within one online contest experience.
Contest Execution
Zoewebs managed the campaign execution and monitored the entries, votes and engagement.
Potential winners were selected according to the predefined rules before the final results were published.
Online Advertising
To drive traffic and participation, the contest was promoted through multiple online channels:
The campaign targeted Malaysia, with the advertising report identifying visitors aged 18 and above as the target audience.
6. Outcome
The campaign transformed Hacks’ online presence from a relatively weak digital footprint into a much more active brand community.
Measurable Digital Growth
The campaign strengthened HACKS’ website traffic, social community, campaign participation and online reach.
Website Traffic
Website traffic increased significantly, with the campaign report recording an increase from 95 visitors/month to 1,205 visitors/month.
The report also described the website traffic as increasing approximately 12 times during the campaign period.
Website traffic recorded before the digital campaign began.
Traffic increased substantially during the campaign period.
Facebook Community
The Facebook page grew from just 5 likes to 12,170 likes.
The campaign generated 580 contest entries, 12,170 likes and 9,027 votes across the overall campaign.
The online campaign encouraged the HACKS community to participate, share and vote through Facebook.
Stronger Engagement
The campaign successfully attracted a younger audience, with the report recording that 91% of fans were aged below 34.
The campaign successfully attracted a younger audience, with 91% of fans aged below 34.
Positive Reviews
The new Facebook presence also received strong customer feedback, with the report recording an average 4.7/5 rating, and 86% of fans rating Hacks 5 stars.
Positive customer feedback reflected stronger engagement and a more active online brand presence.
Significant Online Exposure
Across Google Search, Google Display, YouTube and Facebook, the campaign generated:
2.7 million+ impressions · 43,416 clicks/views
with a total advertising spend of RM24,000 during the reported campaign period.
7. Conclusion
From Traditional Media to Digital Engagement
The Hacks project was more than a website redesign.
It marked an important transition from traditional brand exposure to digital brand engagement.
Hacks already had visibility through television, radio, newspapers and magazines. Zoewebs helped build the digital foundation that allowed the brand to reach people online, communicate with them and encourage them to participate.
From foundation to engagement and reach.
The campaign demonstrated that digital marketing works best when a brand does not simply advertise online, but creates something people can interact with and share.
For Hacks, the journey started with a weak digital presence and evolved into a much more active online brand community.
From Traditional Brand to Digital Presence.
From Digital Presence to Digital Engagement.
A new beginning for Hacks online — with Zoewebs as its digital partner.
