Culinary competition with “Homeland”
You know that the topic of sweets is a sensitive topic – for men and women, for young and old. In the Xplora office, however, the jam is respected and the truth is that we have no problem with it. Not only is our afternoon breakfast guaranteed, but the imagination of every hidden talent in cooking allows itself to run wild with the products of Prestige 96.
In the following lines we will talk about the implementation of Tasty videos in the online campaign of “Homeland”. a widespread and easily recognizable brand from the Prestige 96 portfolio. Also – how to reach more people and how to put your audience at the center of communication and whether we can focus on the use of the advertised product.
The client’s wish was to build an activation for digital positioning of the brand, in which to reach the widest possible audience and at the same time to shorten the distance between them. The main goal was for the users to be in the lead during the campaign.
Test of the idea
DIY and Tasty videos made a real boom on social media a few years ago and to this day are one of the longest-watched videos and content, achieving a high engagement rate. We, in turn, had all the prerequisites for the creation of such content – great products in the face of “Homeland”, a real native talent in cooking and a dozen hungry colleagues. That’s how he was born Homeland Biscuit Cake and turned out to be the key to the video campaign “Culinary competition with” Homeland “.
We put our audience in the spotlight and made the brand its real sidekick – like Batman and Robin, like Asterix and Obelix, like Don Quixote and Sancho Panza. And the condition was only one – a tempting recipe with products of “Homeland”, for the bite of which every self-respecting knight would fight.
But let’s get back to the serious topic. For the purpose of the campaign we had to find the most convenient, fast and effective solution for its implementation. So we created a clear Google form in which users could upload their suggestions. We, in turn, reached them through posts, banners and carousels.
In a period of 3 weeks we reached an audience of 180,000 people. We received over 1200 recipes, and the price for each was less than 1 lev. There was no doubt that the best performing audiences were people interested in cakes, desserts, cooking, Do it Yourself, fans and others with similar interests.
After collecting over 1,200 ideas, we needed a watchful eye and a more pretentious palate of a jury of 5 people to choose 5 recipes to complete and shoot for Facebook. In this way, we aimed to build a lasting relationship with consumers, as well as focus on the application of “Homeland” products.
Here it is important to add that the five most skillful received a coffee machine and a branded cooking apron, personalized with the name of the winners. You can see their delicious recipes and the whole video campaign here .
The realized recipes in the form of our favorite culinary videos achieved average results from:
1 lev per uploaded recipe;
2 cents average price for 15-second video viewing;
between 250,000 – 300,000 unique video users reached;
between 40,000 – 60,000 people organically reached video audience;
between 20,000 – 30,000 views lasting more than 1 minute.
Is it us? After each completed recipe we played “Prestige. You eat now or you burn! ”
You can see the case study in
the video we made on the case: