KNORR NO. 1 RECIPE APP

TitleKNORR NO. 1 RECIPE APP
BrandUNILEVER
Product / ServiceKNORR
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantPHD TAIWAN Taipai, CHINESE TAIPEI
Advertising Agency FLA DIGITAL CREATIVE Taipei, CHINESE TAIPEI
Media Agency PHD TAIWAN Taipai, CHINESE TAIPEI
Entrant Company PHD TAIWAN Taipai, CHINESE TAIPEI

Credits

Name Company Position
Hai-Hsin Wang Fla Digital Creative Senior Porgrammer
Po-Chin Yang Fla Digital Creative Group Executive Creative Director
Sui-Huei Fan Fla Digital Creative Senior Designer-Integrated
Sheng-Yin Cheng Fla Digital Creative Chief Creative Officer
Yung-Wei Lu Fla Digital Creative Senior Account Executive
Hsin-Yi Tung Fla Digital Creative Copywriter
Yu-Hu Wu Fla Digital Creative Group Account Director
Jessica Kuo Phd Taiwan Digital Director
Dephin Lim Phd Taiwan Asst. Planning Manager
Ally Pong Phd Taiwan Business Director

Results and Effectiveness

 Knorr No.1 Recipe app achieved KPI in 3 days!  #2 Top Free App in Taiwan  #1 Top Free Lifestyle App in Taiwan  180% achievement vs. set goal.  Scored the highest five-star application by app user.

Creative Execution

Considering iPhone device is becoming a new reliable media among the target audience, an iOS “Knorr Recipe” mobile app was developed to reach Knorr’s target prospects. To ensure the Knorr Recipe App is easy to use, simple to understand, and convenient for our audience, we created 5 utility pages for guidance of different usage. All displayed dishes in the app have simple yet thorough step-by-step recipe guidance for customers to follow without wasting time to solve any confusion. To encourage the download, there are two effective approaches:  For cyber moms, tactical spread and promotion for the features of the app via high traffic portal sites encourage downloads.  For penetration and influence, blogger endorsement and editors’ choice from iapp, a professional content site, were used to leverage the word-of-mouth impact and successfully drive downloads.

Insights, Strategy and the Idea

Target audience for Knorr is the working female aged from 30 to 49 years old. Due to the intense modern lifestyle, it is difficult and time-consuming to prepare delicious meal every single day; and as a result, people also become lack of cooking skills. Therefore, Knorr, as a leading food brand for soup, seasoning, and bouillon in Taiwan, aimed to provide an effective solution to assist all potential clients, especially the busy moms. We noticed a major rise for internet surfing on mobile devices; and our target audience also takes good advantage of this portable convenience. The key marketing objective for Knorr is to offer a convenient new engaging platform for the customers, providing them with simple and efficient Knorr’s recipes. Customers then are able to prepare tasty dishes easily at home without troubles and with delightful cooking experience by using both Knorr’s services and products.