Background

SPAM® is loved by Filipinos, but it’s also more expensive than other brands. So, SPAM® wanted to reinforce its versatility through recipe videos. The task was to make them different from them hundreds of thousands already online. So that the SPAM® could strengthen brand affinity and also encourage consumers to search for and try new SPAM® recipes.

Describe the creative idea

SPAM® made recipes sing, literally, with SPAM® Recipeokes. These cheesy sing-along karaoke videos are also step-by-step recipe videos. We targeted Filipino millennials who famously love karaoke. It’s well known that Filipinos will sing karaoke at every opportunity, including funerals. So, by combining recipe videos which are amongst the most watched on social media with karaoke, we knew we had a sure hit on our hands.

Describe the strategy

SPAM®’s primary target are moms from 30 - 40 years old who often search for recipes to feed their family. This segment is also highly engaged by recipe videos but the brand needed to give its own unique spin to the format. Filipinos love karaoke. It’s ubiquitous at every social event, from wedding to funerals. So, SPAM® created original karaoke videos that are also actual recipes, making it easier for people to remember how to make different SPAM dishes.

Describe the execution

We worked closely with top musicians to compose 6 original “recipeoke” videos. Each is patterned after a popular karaoke music genre: boyband, R&B, arena rock, 80s dances, power ballad, and soft rock. Each is ostensibly a love song between SPAM® and another ingredient, but also has step-by-step cooking instructions. These were launched on Facebook and YouTube. SPAM® asked people what other ingredients they wanted featured. And the brand, in collaboration with popular online artists, responded with new Recipeokes. As a follow-up, SPAM® tapped one of the Philippines’ most popular artists, Kyla. She starred in 5 additional Recipeokes inspired by nostalgic, diva music videos from the likes of Mariah, Celine and Whitney. These aired on TV nationwide, and were uploaded on to Facebook, Instagram, YouTube and even LED billboards. SPAM® also partnered with Rockstar KTV Bar for a promo where guests could sing the Recipeokes to get a SPAM dish free.

List the results

The response to the campaign was phenomenal. Campaign Asia released an article about “Spampocalypse” as the brand soared 500 places up in Asia’s top 1000 brands. The videos had triple the engagement vs the industry standard and 4 times the number of viewers turning sound on. There was an 18% increase in search interest. This resulted in 20% increase in sales in one of the top mall chains in the Philippines. The videos reached a total of 13 million views on Facebook, Instagram, and YouTube. And had a 28 total Facebook campaign post reach.