A Taste of Home
Unilever
Using Tencent expertise, Isobar created a 100% digital campaign for Unilever's Knorr in China.
Challenge
B2B brand in China
Professional chefs are the end user of the Knorr food and beverage product portfolio. As a premium brand in a commoditized category, with a wide range of products, the strategic challenge for Knorr was to build a relationship with chefs at a brand level in order to influence sales across the portfolio.
Solution
Social campaign
A film was used to tell a story to which chefs could relate, encouraging chefs to follow Knorr on social media. The response element of the campaign came through a series of 6 mobile engagements. Each interaction linked chefs and their families together on social with relevant content like taste hometown dishes for homesick chefs, favorite CNY menus and the chance to win reunion travel tickets for the post CNY period. With precision targeting based on their social, search and behavior data - only chefs and their families were reached.
Results
Digital campaign success
Using Tencent expertise, Isobar created a digital campaign for Unilever, encompassing big data, social insight, consumer understanding, storytelling, highly engaged activation and a fantastic sales result. Results from the film show that 92% of target chefs clicked on the video, 73% of chefs liked the video, and over one third of views came from social sharing. In addition to these results, the Knorr chef community on WeChat grew by almost 20%.
