KNORR ALWAYS ON, ALWAYS INSPIRE

TitleKNORR ALWAYS ON, ALWAYS INSPIRE
BrandUNILEVER
Product / ServiceKNORR
CategoryA02. Creative Innovation
EntrantPHD Shanghai, CHINA
Media PHD Shanghai, CHINA
Media 2 PHD Shanghai, CHINA
Idea Creation PHD Shanghai, CHINA

Credits

Name Company Position
Abner Wang PHD China Business Director
Jezzbel Gu PHD Group business director

The Campaign

The Knorr “Always On, Always Inspire” Recipe Platform brought to life an involvement in the meal preparation process for modern Chinese mothers. To create exposure for Knorr and its relationship with mothers and their recipes, Knorr built the “Always On, Always Inspire” platform through a media strategy with a 3-step approach: TV & Search - Different TVCs were broadcast on regional television to bring to life the distinct usage opportunities that Knorr can offer to create local dishes. By using search insights to identify names of recipes people are looking for, and delivering the relevant TV copy, we ensured Knorr could take leadership and ownership of the Top Dishes Recipe Content & KOLs - A selection of Knorr recipes was promoted through search, brand accounts and KOLs on social network. By partnering with Meishijie, Knorr additionally reached over 5.5 million PC and mobile registered users, who access Meishijie at least

Creative Execution

Always On: Top Dish by Region Knorr used regionally differentiated TVCs to take ownership to the Top dish of that region and drive search. On Baidu, Knorr covered the searches of top regional dishes, and delivered the most popular recipes during 4:00-6:00pm, as households in China are preparing dinner at that time of day. An always-on recipe was available, and seasonal dishes were updated throughout family bonding festivities, like the Mid-Autumn Festival and Chinese New Year. Always Inspire: Your Favorite Dishes Partnering with Meishijie, Knorr established a brand space within the site, and educated users on product benefits and brand differentiators. At the same time, 10 KOLs on Meishijie shared to their followers their own created recipes, and encouraged users to create their own recipes to share and further inspire others too. It built a very collaborative online and mobile community where a brand was involved to directly inspire with recipes, communicate and leverage KOLs, and get users to participate socially in the most authentic way possible, by sharing their favorite dishes to more people.

Within the 1st month of the launch of this new approach, Knorr’s sales improved by 17%. Additionally, through a search led strategy on Baidu, winning clicks in “non-brand” and “top dish” keywords drove uplift in Knorr’s brand search volume by 116%. Through the content partnership on Meishijie, Knorr successfully attracted a total of over 375,000 views to Knorr’s official recipes, with an average of 5,700 views per recipe. Over 20 KOLs were selected to create their own recipes, which led to 10,000 additional views. Not only did Knorr’s sales increase, but the inspiration also gave mothers a reason to share their own favorite dishes digitally. By creating Knorr’s recipes, and then empowering the consumers to share theirs, Knorr also successfully began a unique engagement with Chinese moms, as they prepare and cook their favorite meals. With Knorr’s and the KOL’s engagement, it inspired users to share over 60 recipes, with

This is the first year Knorr had leveraged a global initiative of “Always On, Always Inspire”, and adopted to local Chinese context and flavors. Because Chinese user’s mobile behavior is more mature in search and social than the Western cohorts, mobile is embedded throughout all media touchpoints available.

Links

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