BRAND:
KNORR
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
28/09/2022 - 28/10/2022
CREDITS:
The A List
CASE STUDY VIDEO
STRATEGY
Recently , people get more familiar with granule in urban (with more than 70% penetration) but it not reach that much in rural (only ~60%) cause in rural csm still stick with current behavior that using basic seasoning like salt, sugar, MSG ,... and granule somehow just a top up seasoning. Despite their awareness of Knorr granules, and knowledge about granules containing meat & bones, to them, granules are a nice-to-have balancing (MSG alternative or just to a top-up to increase meatiness) rather than main taste creator. Key barriers:- Manual balancing seasonings is a habit passed down from past generations (usually still in the household and involved in the cooking process). Pressure to comply with passed-on habits + pressure of failure/ disappointing others if introducing a change.- They don't feel any superiorities significant enough to start changing from basics (salt, sugar, MSG, fish sauce) to granule;- Uncertainty of taste delivery of granules & how-to; require step-by-step education to enable changes.All current players are only communicating about meatiness, sweetness which accidentally create an impression of granule as a nice-to-have enhancer to replace MSG, or to top-up at the end of cooking process rather than a superior main flavorer.This is a time for Knorr to scale in rural areas and educate the market as a market leader to changing csm behavior to replace basic seasoning by meaty granules. Also, this is an opportunity to showcase the transition from being a non-user into a user and reflecting the changes/ transition in their life/ lifestyle and emotions. In another way, this is the opportunity to encourage users to remove fears from family/ in laws and sense of pride, achievement and self accomplishment, communicating the image of modern and inspiring housewives.In the campaign, there are 3 selling point to inject to users' granule using behavior:1. Knorr granules have enough quality & texture to become the main ingredient for seasoning due to the fact that Knorr has all necessary seasonings and even natural sweetness from Vietgap STM. 2. Granule is the match for every dishes3. Granule not only make the dishes more flavorful, but also make the duty of cooking become easier & more aspirational to userTherefore the objective of the campaign will focus on YouTube, Facebook & Tiktok. Knorr would like to emphasize the message of ""Đủ vị truyền thống, tươi ngọt thịt xương"" to encourage rural moms to use Knorr granule as the modern main-based seasoning to replace traditional salt, sugar, MSG,... and Make Knorr “Deliciousness” functional story more relevant with consumer’s daily life by spread out/raise awareness thematic message Uplift sensations, uplift life through series short film.
INSIGHT
To make the main objectives of this campaign happen, we take a deeper understanding to consumers - Rural young married women, aged 25-35, LSM 4-7, living with her big family & taking the responsibility to care for her beloved via everyday meals.. They're inspired by urban lifestyle, & aspire to replicate modern behavior from urban influencers they follow on social media. But they also feel (and share) the pressure to retain traditions and ancient habits. They are potential "rebels" in traditional families, willing to bring new trends into the households, esp. new cooking trends. However, they are held back by the momentum of long-lasting passed-down habits (from their mothers / mothers-in-law).They know Meaty granule is a more modern way with convenience vs scratch seasonings. However, initiating this change can be intimidating, they need a tipping point to take the risk of facing potential push back from family members or even their own old habit momentum. That is where Knorr is here to help.Firstly, they are the group to commonly observe the content through diversity of media channels with Facebook (97%), Zalo (85%), YouTube (56%) & Tiktok (16%) (Decision Lab's Connected Consumer Report for Q1 2021) with 98% keep in touch with friends & communities then instant messaging (95%) and Online videos (74%).Secondly, they are the group that consumes a lot of cooking content. Due to the fact that cooking is one of their duty, they love to observe more on content about cooking how-to & content from experts that can show them how to prepare their family's meals in a healthier & more attractive way.
CREATIVE IDEA
To directly focus on the objective of raising awareness to sub-urban & rural moms towards granula’s main role in their daily dishes, Knorr chose a disruptive approach. Although in the countryside, Mother Knorr still very progressive, always looking for new angles to improve life “boringly normal” daily life for the whole family, starting from every meal they prepare: “raise up” the flavor of every meal to wake lots of fun and excitement for all - which fully portrait the role of Knorr in waking up the the taste of their life.With the creative idea “Uplift sensations, Uplift life”, Knorr delivers the message with a strong social media deployment to build the higher credibility of Knorr not only in cooking-at-ease role but also in elevating the meals - an important role of connecting & creating the bond within the family. This is the key delivery to make users - family-oriented moms - believe in the brand and the product in their everyday life, and build a stronger reason for them to use Knorr as the main seasoning.Starting with a series short film to vividly portray the daily circumstances of every member in the family using exaggerated effect, Knorr highlights the invisible value that a delicious meal brings back & encourages people to choose elevating the everyday meals with a more advanced solution to reach the further joyfulness. The video series is widely spreaded on YouTube & Facebook, where rural moms often reach for entertaining forms of content - as an awareness-based asset of the campaign. To fully inject the message into consumer’s mind in a more effective way, Knorr played a deeper layer by starting to emphasize the thematic message within a series of daily content from KOLs & Influencers who often deliver content for cooking & housewife life. They will share the same message under their unique daily context to slowly inject the thematic theme within the content & call for using Knorr as the main seasoning to make meal-at-ease, taste elevated.Right after the short film series release, there was a series of amplification content to promote the film from diversified influencer groups as film reviewer, hot parents, community page & group to make more discussion on the film and the thematic message.Last but not least, Knorr finishes the journey with a series of user generated content from influencers to make the thematic story more relevant & touched by using multiple angles within and minigames to trigger users to jump in the conversation
CONNECTION PLAN
Using the film series as the centered asset to spread out the thematic message, campaign “Uplift sensations, uplift life” allocate media budget to top mobile platform including Tiktok, Facebook & YouTube to fully reach the common channels within the media behavior of rural moms to raise awareness, enhance the involvement of content toward users & get engage with them.Phase 1 was covered with branded content focusing on injecting the main role of Knorr granules to uplift daily meals with a bunch of point of views from influencers, mostly on Facebook & Tiktok. When the film series was released, platform YouTube & Facebook continuously used to help amplify the thematic message of the campaign. To gain massive views, YouTube trueview played it’s role to target the right pool of audience to spread the relevance within the content. Along with the ads boosting, Facebook platform with diversified adaptive content used to create the higher backlink rate among platforms as well as deliver the message in a funnier & more attractive way.Communities & review influencers also played an important role in spreading the content of the film series to make more hubs to connect with the audience with disruptive angles rather than only focusing on the video sharing.Finally to make the complete journey for audience from aware, know more to have a try, Knorr inject minigames to trigger user to get engage within the review activities from KOLs, then won Knorr to try elevating their meals as how brand encourage them along the campaign.
OBJECTIVE-BASE KPI
Within 2 month-length, campaign gained the spoken numbers:Communication KPIs1621.55% engagement; 2286.02% Facebook view; 156.39% Tiktok Views250% ROITotal 180 posts on YouTube/Facebook/Tiktok with many virals & million-views videos about cooking & uplifting sensations of the meals.This result leads to the No.3 ranking of BSI Ranking 09/2022 - the highest record from Knorr.Business KPIsKnorr increased the revenue compared to other brands in the same measurement period.50% penetration of Vietnamese granules industry, 4222% upper towards Maggie, 226% upper towards Ajingon Meaty.3% increase in market share & 40bps increase in whole nation penetration (with total 62%).
