KNORR REMY CHAT BOT

TitleKNORR REMY CHAT BOT
BrandUNILEVER PHILIPPINES INC.
Product / ServiceKNORR
CategoryD02. Use of Mobile & Devices
EntrantOGILVY PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation OGILVY PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Michael Sicam Ogilvy Philippines Executive Creative Director
Ca Abrigo Ogilvy Philippines Creative Director
Ow Fajardo Ogilvy Philippines Art Director
Renz Alajar Ogilvy Philippines Art Director
Rose Dangoy Ogilvy Philippines Art Director
Jeff Stelton Ogilvy Philippines Copywriter
Jayvee Tabaniag Ogilvy Philippines Copywriter
Mona Nazario-Garcia Ogilvy Philippines Managing Partner
Alyssa Cortes Ogilvy Philippines Account Director
Eri Durr Ogilvy Philippines Account Manager
Maan Bernardino Ogilvy Philippines Strategist
Jasper Velarde Ogilvy Philippines Project Manager
Niqui Mateo Ogilvy Philippines Designer
Ker Floria Ogilvy Philippines Designer

The Campaign

We were inspired by the science of the habit loop. If we wanted to replace the prevalent no-cook habit encouraged by food-service applications, we needed to replace it by reinforcing the cook-with-Knorr habit, using a similar cue-routine-and-reward mechanism. This gave birth to the Knorr Recipe Pal chat bot. Cue: Hosting the bot on Viber, a top messenger app, allowed us to intercept time-based offers from food-service apps by sending push notifications that encouraged users to cook during meal times. Routine: While the apps allowed users to order or make reservations with just a few taps, our bot allowed users to search for recipes based on what’s trending, what’s available in their pantries and how much time they have. Reward: We rewarded users with offers and content. Connecting the bot to e-commerce ensured that interest in our recipes converted into a new cooking habit for users and more business for Knorr.

The Brief

Production – 9.3% Media – 90.7%

Creative Execution

We chose to host the chat bot on Viber, one of the most popular messenger apps in the Philippines. It was used by far more Filipinos and for longer periods of time compared to food-service apps: * Top food-service apps in the Philippines had an average of 6,198 daily active users per app. This is miniscule compared to Viber’s 1.23 million daily active users. * Filipinos also spent almost twice as much time on Viber compared to the food-service apps (13.5 mins versus 7.5 mins per session). By hosting our chat bot on Viber, we could use the messenger’s ubiquity to our advantage. To drive installs, we created Viber stickers that users can download after they install Recipe Pal. We also tapped our existing pool of partner influencers and content publishers to spread the news. *Sources: Similarweb, 2018

Describe the success of the promotion with both client and consumer including some quantifiable results

Knorr Recipe Pal proved to be more engaging than its no-cook counterparts! Embed the brand in the lives of modern Filipinos by becoming as popular as the food delivery and restaurant reservation apps. *33,288 unique users in 4 months; at par with the average Past-6-months downloads of the most popular food service apps in PH *15,922 unique active users, at 148 index versus active users of most popular food service apps in PH Re-ignite interest in cooking. *1/3 of bot users chose to ‘Cook Now’ *4.47 recipes accessed per user on average vs only 1 recipe accessed per user on the Knorr website Increase the purchase intent for Knorr cooking products. *93% will use the Knorr Recipe Pal chat bot within the week *90% will use a Knorr product to cook within the week *88% will purchase a Knorr product within the week *Sources: Similarweb and Viber, 2018

Explain why the method of promotion was most relevant to the product or service

This is the story of how Knorr used the Recipe Pal chat bot to re-introduce the habit of cooking among Filipinos, who are defaulting more and more to dining out and ordering food delivery. The legacy food brand reinvented how it connected to the new generation of foodies by leveraging on the behavioral science behind habit-building, and mobile channel opportunities.

Food is an important part of Filipino culture and family life; cooking continues to be seen as a way to express care for loved ones. So it was no surprise that even as we’re cooking less, our digital habits revealed that we were still interested in cooking content. It’s just that the routine hasn’t been strongly reinforced or rewarded compared to no-cook alternatives. *Cue: Viewership and searches for recipes are increasing. *Routine: But exposure to cooking content is sporadic. Consumers would only be exposed to it when they decide to search for recipes or get hit with a campaign. *Reward: The pay-off is also neither assured nor instantaneous. Recipe-searchers would only get their food fix if they went out to buy groceries and prepare the food. If we wanted to lead Filipinos back to their kitchens, we needed to hi-jack the no-cook habit loop to reinforce the cook-with-Knorr habit.