Results and Effectiveness

Baidu App • Became No.1 of food category which launched on Aug.20th, 2011 • Users to date: 6.22 million (Jan 3) Sina App • Became No.1 of food category which launched on Nov. 7th, 2011 • Users to date 0.6 million (Jan 3)

Creative Execution

• Knorr developed a web-app on Baidu, China’s largest search engine, to help mums discover and share meal solutions. • Knorr identified nine different health drivers for mum’s preparing meals. The Knorr web-app provides mums with meal solutions that help with, for example, bone development in children. Mums see how dishes are made, can print recipes or share them with others on Sina Weibo. • When a mum searches for recipe related key words, the web-app appears front and center on the search results page giving mum’s immediate access to recipes, nutrition and “likes” of favorites recipes of mum’s across the entire country. To encourage online conversation, recipe sharing is rewarded with a Knorr Cookbook of UGC recipes. The app is replicated on Sina Weibo, Knorr brand site and Baidu Zhidao (China Wiki). Search keywords were bought to promote the web-app on Baidu. Soft e-PR was used to promote the app as well.

Insights, Strategy and the Idea

• Knorr’s audience is 25 to 35 year-old working mums, who are constantly striving to balance family, career and self. While the mother doesn’t want to lose her “me-time”, she strives to seek knowledge on how to be a better mum. She fears not being able to live up to this expectation. Today, she turns to online to become more a knowledgeable and confident mum. • Knorr helps her be a “good mum” by giving her simple and useful meal solutions off recipes she seeks online.