A Taste of Home
By Knorr
Advertiser
- Knorr, one of the brands belonging to UFS (Unilever Food Solutions)
Objective / insight
- The CNY (Chinese New Year/Spring Festival) is a reunion time when family members would all come home and enjoy a well-prepared feast. However, chefs need to work in restaurants, and cannot reunite with their families
- Most Chinese chefs are migrant workers coming from different provinces and speaking different dialects. They love to pass a break with a cigarette in one hand and a smartphone in the other hand
- UFS wanted to penetrate into Chinese huge, saturated and highly scattered B2B restaurant industry by establishing emotional connection with Chinese chefs on CNY
Implemented strategy
- The campaign is 100% launched on mobile via Wechat platform
- In cooperation with Tencent Big Data Platform, UFS had firstly insights into online digital behavior of chef groups
- According to the insights, 6 designed mobile engagements relevant to CNY tradition, dialect and local cuisine that are native to chefs’ province will be send to chefs
- To participate in engagement activities, chefs are invited to input PIN code from Knorr products and share their experience on Wechat
Technology implemented
- Tencent Big Data ensured that the campaign only reached professional chefs by using social data, behavioural data and previous campaign interaction data
- Via big data analyze and social insight, UFS also successfully detected each chef’s province of birth, in order to send precisely targeted engagement contents
Result
- 25 million precisely reached
- 73% of chefs liked the video in social
- Over one third of the views of the video came from social sharing
- The Knorr chefs community on WeChat grew by almost 20%
