Results and Effectiveness

Through understanding our audience and examining the media and cooking content environment, Knorr was able to drive reach, engage our audience with useful content and dramatically improve its brand performance. Effective Reach & Engagement: By the end of 2012 the Knorr MSMK Cooking Program had delivered over 59 million video views online against a projected audience profile of 10 million urban mums (25 – 40 with child 6+) and was the first branded recipe video to generate significant organic search result without any SEM or SEO, driving organic searches from 0 to 15,000 per day.

Creative Execution

In China, recipes are presented in plain text and low quality images. Knorr wanted to change this and help mums help cook with confidence by producing the Knorr MSMK Cooking Show, using a three-pronged strategy: 1. Online Video Content Partnership 100+ favourite recipe videos where produced in partnership with leading online video site iQiyi and cross promoted across their lifestyle channels, using iQiyi celebrities to increase interest and social sharing. 2. Using Organic Search To Drive Results Matching recipes to Baidu’s top ingredient and food search results, the videos consistently rank in the top 5 searches on Baidu (China’s Google) 3. Earned Media Through Cooking Verticals & Social All of the cooking videos contained useful content for sharing across social platforms, combining tips on using Knorr KDST for healthy meals that aided child development. Resulting in the content picked up by leading food verticals Beitaichufang.com and douguo.com.

Insights, Strategy and the Idea

Who knew humble chicken soup is a minefield of generational and societal tensions in China? To succeed in China, Knorr’s Dense Soup Treasure (KDST) a concentrated soup base has to navigate a series tension points: Our young urban mums (25 – 40 with child 6+) are the first generation from China’s single child policy. They are a generation who don’t cook, raised with a focus on academic and career first, knowing how to make chicken soup second. When it comes to food and cooking for children they have very different views to their own mothers and are looking for safe, convenient short cuts saving time preparing family meals. As China’s first digital generation we know our mums turn to the internet for before their own mother, Knorr used a killer search strategy linked tto 100+ branded video recipes. Helping our mums prepare lip smacking, slurping inducing soups and other dishes.