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Campaign record
Caketella Draft

Mini Roku Gin × Strawberry × Sakura — Mother's Day

Mother's Day 2026 push for the limited Roku-gin sakura semifreddo. Instagram-led, pre-order for 10 May weekend.

Brief

Brand
Caketella
Product
Mini Roku Gin Strawberry Sakura Semifreddo →
Flavour stack
Strawberry cheese semifreddo · strawberry compote · strawberry-sakura cremeux · buttery tart base
Size
4.5" · 0.45 kg · serves 4–6
Alcohol
Customer picks: none / mild / strong (Roku gin)
Price
RM135 (excl. SST)
Window
Pre-order, delivered for 10 May 2026 weekend
Platform
Instagram (feed + Stories + Reels)
Audience
Mother's Day gift-intent · cold-leaning seasonal prospecting
Target ROAS
3.5×

Short form5 variants · 1–3 lines

Best for: thumb-stoppers, Reels first lines, single-card statics.
Short #1 · Test pick 10/10
Mum's had enough flowers. Give her triple-strawberry on a buttery tart base — with as much Roku gin as she can handle. RM135. Pre-order for 10 May →
Why it scores: problem-led, no product name in line 1, real specifics, no banned patterns.
Short #2
Sakura only shows up for two weeks a year. So does this.
Short #3
Your mum is not a "kuih for Mother's Day" person.
Short #4
The one Mother's Day gift she won't quietly re-gift to your auntie.
Short #5
She raised you on her cooking. Let someone else plate up for her this year.

Medium form5 variants · 4–8 lines

Best for: feed captions, carousel covers.
Medium #1
Mum's had enough flowers. A small-batch semifreddo built on Japanese Roku gin, fresh strawberry, and real sakura. Semi-frozen, spoon straight from the box. The Mother's Day gift that isn't in the bin by Tuesday. → Pre-order for 10 May
Medium #2 · Test pick 10/10
Every Mother's Day she says "don't waste money on me." Every Mother's Day you listen, and she's quietly annoyed. Strawberry cheese semifreddo, strawberry compote, strawberry-sakura cremeux, buttery tart base. 4.5", serves 4–6. Pick her Roku gin level — none, mild, or strong. She knows which. RM135 (excl. SST). Limited run for 10 May weekend. → Reserve hers
Why it scores: insight open, full flavor stack + price + size as specifics, the "pick her level" line does the playful-premium lift without leading with alcohol.
Medium #3
She already has flowers. She already has chocolate. She has never had a Japanese-gin semifreddo finished with real cherry blossom. Small batch. Delivered cold. For 10 May only. → Order before the cut-off
Medium #4
Bouquet: gone by Tuesday. Mini Roku Gin × Strawberry × Sakura Semifreddo: gone by Sunday night — because she won't share it. Japanese craft gin, strawberry, sakura. Semi-frozen, two bites, nothing to wash up. → Pre-order for Mother's Day
Medium #5
Give her a Mother's Day she'll still be describing at yum cha next weekend. A semifreddo built around Roku gin, strawberry, and sakura — the flower that only shows up for two weeks a year. Limited run, delivered cold for 10 May. → Reserve

Long form3 variants · 10–15 lines

Best for: feed advertorials, the main driver.
Long #1
Every year your mum says "aiyah, no need lah, don't buy me anything." Every year you buy her flowers anyway. And every year, by Tuesday, they're in the bin. This Mother's Day, give her something she'll actually finish. The Mini Roku Gin × Strawberry × Sakura Semifreddo is a small-batch dessert built around three things: — Japanese Roku gin (the one with six botanicals, including sakura) — real strawberry — cherry blossom, which globally is only in season for about two weeks a year Semi-frozen. Spooned straight from the box. No plates to wash. She gets something she can't order anywhere else in KL. You get the first Mother's Day where she actually says "oh wow." Limited run for 10 May weekend. Reserve before we close. → Pre-order now
Long #2
Your mum is not a "generic mother figure." She is a specific woman with specific taste. She notices when the flowers are the cheap ones. She notices when the cake is from the same bakery your auntie got hers from. She notices everything. So give her something built for exactly one weekend of the year. The Mini Roku Gin × Strawberry × Sakura Semifreddo pulls together Japanese craft gin, real strawberry, and actual sakura — the flower that's only in season for two weeks globally. It arrives cold. It sits in her freezer. It exists for about as long as she chooses to make it last. She will photograph it before she eats it. Pre-orders close before 10 May. → Reserve hers
Long #3 · Test pick (lead) 10/10
"Don't buy me anything for Mother's Day." She says it every year. She doesn't mean it. What she means is: "Don't buy me the same thing my friend's son bought her." The Mini Roku Gin × Strawberry × Sakura Semifreddo is not a bouquet. It is not a chocolate box. It is not a spa voucher she'll never redeem. It is triple strawberry on a buttery tart base — a strawberry cheese semifreddo, strawberry compote, and a strawberry-sakura cremeux — with Japanese Roku gin folded in at whatever strength she's in the mood for. No alcohol, mild, or strong. Her call. 4.5" across. 0.45 kg. Four to six servings (or two, if she's had a week). RM135, excluding SST. Small batch. Delivered cold for Mother's Day weekend only. She will show it to her WhatsApp group before she eats it. → Pre-order now
Why it scores: insight-led open, desire built before the product is named, every anchor (size, weight, servings, price, gin levels) is concrete; clean "what it isn't → what it is" structure.

Story / Reels frames3 sets · 9:16 · ≤6 words per frame

Hold each frame ~2.5–3s. Last frame is always the link sticker.

Story A — "Enough flowers"

Thumb-stopper · cold
#
On-screen
Visual
1
She's had enough flowers.
Wilted bouquet on a kitchen counter
2
Give her something she'll actually finish.
Fade to the semifreddo, top-down
3
Triple-strawberry. Buttery tart base.
Spoon cracks the cremeux
4
With as much Roku gin as she can handle.
Gin pour, slow-mo
5
RM135 · serves 4–6 · for 10 May
Box shot with date sticker
6
Tap to pre-order →
Link sticker / CTA button

Story B — "Don't waste money on me" · lead

Insight · playful — highest expected save/share rate
#
On-screen
Visual
1
She says: "don't waste money on me."
Mum-on-phone candid
2
She means: "don't buy what auntie's son bought her."
Cut to a generic chocolate box
3
This is not what auntie's son bought her.
Reveal the semifreddo
4
Strawberry × strawberry × sakura.
Three-layer cross-section
5
Pick her gin level: none / mild / strong.
Three bottle silhouettes, one highlighted
6
RM135 · 10 May weekend only
Box + date
7
Tap to reserve →
Link sticker

Story C — "Two-week window"

Premium · scarcity — for retargeting
#
On-screen
Visual
1
Sakura lasts two weeks a year.
Sakura petals falling
2
This dessert lasts one weekend.
Hand lifting the lid
3
Triple-strawberry on a buttery tart base.
Top-down hero shot
4
Japanese Roku gin — at her strength.
Gin label close-up
5
4.5" · serves 4–6 · RM135
Box shot with measurement overlay
6
For Mother's Day. 10 May.
Calendar / date card
7
Tap to reserve →
Link sticker

Test plan

  1. Long #3 as the feed/advertorial driver — strongest insight, all anchors concrete.
  2. Short #1 as the Reels/Story top-of-funnel hook.
  3. Medium #2 as the carousel caption.
  4. Story B first on Stories/Reels (dialogue hook); Story A for broad prospecting; Story C for retargeting.
Burn budget on the visuals for frames 1–2 of each Story — they're the only frames that decide stop-rate. Use commercial-license audio for Reels. Add captions even when text is on screen.

Results

Empty until launch. Fill in once the campaign closes:

— Spend (MYR)
— Impressions / reach
— Link clicks · CTR
— Pre-orders attributed · revenue
— ROAS vs. 3.5× target
— Winning variant + a one-line why
caketella-ops · ads · 2026-05 Mother's Day