9.9.16

Knorr| Love at First Taste

BRAND:
Knorr
BRAND OWNER:
Unilever
CATEGORY:
Food
REGION:
Argentina 
Australia
Brazil 
Canada
France
Germany 
Mexico 
The Netherlands 
Philippines 
South Africa 
United Kingdom 
United States 
DATE:
April - May 2016
AGENCY:
PHD
MEDIA CHANNEL:
Digital,Online,PR

    Insight 

    There’s never been a better time to be a food brand. 
    However, as each year passes, big food becomes a little less relevant, as a new wave of food brands that better meet the heightened expectations of food lovers are stealing market share across the globe. 
    Knorr, as the biggest cooking brand in the world, had to evolve to stay relevant. 
    The first step in this progression, was to better understand the power of flavour in people’s lives.  
    PHD conducted a study amongst 12,000 people in 12 markets and what it found out intrigued and inspired... 
    The majority of people surveyed would rather give up sex, their careers, their social media profiles and even their right to vote over flavour; but even more intriguing was the importance of flavour in relationships. 
    78% of people would be more attracted to their partner if they enjoyed the same flavours. 
    One in three claim that if their partner didn’t share the same flavour palette, they would be worried about their long-term future together. 
    Flavour was more powerful than the agency thought. 

    Strategy 

    Having discovered flavour was a key component of compatibility, the agency would use this insight to inspire an activation that would help it connect with food lovers and food culture in a more authentic, relevant and talkable manner than ever before. 
    It would explore whether someone’s flavour personality, determined by the Knorr Flavour Profiler, a digital tool PHD launched with the campaign, could ultimately help people find #LoveAtFirstTaste. 
    A social experiment, captured as a film, would spark intrigue and interest across the world, inspiring others to do the same and find out their own Knorr Flavour Profile along the way. 
    In order to give both the creative idea and the digital tools that supported it the best chance of doing the job they had been designed to do, the role for media was focused on three areas: - 
    1. Give the whole world the chance to experience #LoveAtFirstTaste - By distributing the hero film and associated edits in the newsfeeds and the viewsfeeds of food lovers across the world, it would spark conversation and desire for people to determine their own flavour profile. 
    2. Take the Knorr Flavour Profiler out of the hub and into the newsfeed - To scale the impact and efficacy of the profiler, bespoke partnerships with tech platform PlayBuzz and Social Food Juggernaut TasteMade, would natively seed the profiler and the meal inspiration that sat inside it across the open and social web, opening up new sources of attention for the brand and creating alternative routes into the profiler. 
    3. Relentlessly pursue marginal gains in distribution - synchronised media and PR launch across 12 markets within a campaign command centre at Unilever HQ, would allow the agency to understand which assets were most effective in unlocking the attention and action of audiences in each market it activated in, thus increasing the reach and resonance of the campaign for each € deployed. 

    Execution 

    In order to give #LoveAtFirstTaste the best chance of penetrating popular culture, the agency needed a quick start, so it synchronised PR coverage and accelerated video distribution across the largest video and social platforms on the web. 
    In a first for Twitter, PHD combined ‘First View’ with ‘Conversational Video’ cards, to pose the question as to whether people believed in #LoveAtFirstGlance or #LoveAtFirstTaste. 
    On Facebook, it reached all available ‘foodies’ across its Top 10 markets through the opening days of the command centre – dropping into the newsfeeds of over 150M people across the Globe. 
    To scale beyond the newsfeed, the agency used YouTube’s TrueView and Unruly’s emotional targeting to reach people pre-disposed to engage with the hero film. 
    Once it had reached critical mass, PHD launched bespoke media partnerships with PlayBuzz & Tastemade, to scale the impact and efficacy of the Knorr Flavour Profiler beyond the website. 
    PlayBuzz rebuilt and natively distributed the profiler via thousands of publishers across the open web, whilst Tastemade built a ‘hands-on’ recipe video series inspired by the profiler, distributed on their owned platforms, as well as by the agency to target foodies, need-states and flavour preferences across Facebook, Instagram & Twitter in firsts for the brand. 
    With all assets and activities controlled via a command centre at Unilever HQ, the agency was able to monitor and act upon the cost of distribution, the social reaction, the media’s reaction to and brand impact of a range of assets in real time, scaling optimisations globally with immediate effect. 

    Results 

    #LoveAtFirstTaste captured the attention and imagination of the newsfeeds and the viewsfeeds across the globe. 
    Currently sitting at 112M views across all platforms, and topping the viral charts, not only did people engage with the story (2x audience retention for films of a similar length), it created a spark that triggered a huge social reaction in Knorr's favour, with over 2.7M social actions taking place in the first two weeks, 400K Likes and 200K shares of the main film and associated assets; with 1.87M clicking to find out their own flavour profile.  
    As anticipated, the media partnerships scaled the impact of the Knorr Flavour Profiler, with PlayBuzz doubling the volume of people engaging with it, with less than 10% of the campaign budget, whilst Tastemade’s hands-on recipe series has driven 9M views of Knorr product demos, with completion rates over 10x higher and share rates over 50x higher than typical advertising on Facebook. 
    This groundswell of interest triggered a huge reaction from the media, with the campaign receiving coverage on talkshows, radio stations, newspapers and websites across the globe, generating 1.4 billion PR impressions along the way. 
    Brand favourability is shifting where results are available: US +1500bps, France +900bps, UK +900bps… and market share increased by 140bps in May, during and immediately after the campaign. 
    Not bad for a 175 year old cooking brand.

    ALWAYS| Girl Emojis #LikeAGirl


    BRAND: Always
    BRAND OWNER: Procter & Gamble
    REGION:Europe, North America
    DATE: March - April 2016
    AGENCY: Starcom
    MEDIA CHANNEL: Online


    Insight 

    At puberty, girls’ confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places – even on  their phones. 
    Always conducted over 10 surveys worldwide to better understand girls’ confidence at puberty. One statistic serves as the cornerstone for the Always #LikeAGirl campaign: 56% of girls experience a severe drop in confidence at puberty. An additional statistic drove the insight for this brief: 72% of girls feel society limits them, which contributes to their drop in confidence at puberty.   
    For this campaign, it needed to challenge society’s limitations and the primary target audience was girls ages 10-24. The secondary target audience included mothers of preteen girls.  
    As the agency further explored the factors contributing to girls feeling limited, it discovered that girls are stereotyped in the language they use most: emojis. Girls send over a billion emojis every day, but do emojis represent them?  
    While subtle, emojis are a representation of society’s bias. Starcom explored this bias in a social experiment with interviews of those most impacted: the real girls' whose confidence is in jeopardy. It turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. In fact, 67% of girls feel that even emojis imply that girls are limited.  

    Strategy 

    For Always, Starcom wanted to engage with girls asking them to be part of the change and to share their ideas and suggestions for female emojis. The media strategy not only had to drive awareness of the issue but also encourage participation.  
    Social media became the cornerstone and the call to action was key to incite participation, inviting girls to share ‘what emoji do you want, tell us #LikeAGirl’.  
    It set out to rally girls all over the world to demand new, non-stereotypical emojis reflecting how unstoppable the girls they represent really are.  
    As ideas poured in via social media, the agency was ready to help Always respond in real time with custom-designed emojis reflective of each suggestion. In the end, the idea was bigger than emojis. It was about challenging stereotypes, keeping girls confident and creating change. 

    Execution 

    The Always #LikeAGirl - Girl Emojis film launched on March 2, 2016, to share the movement girls in 22 markets around the world with an additional push on March 8 for International Women’s Day.  

    The campaign was the springboard for the video to reach as many girls as possible. The agency seeded it across social platforms, including YouTube to drive views and Facebook to amplify reach.  
    Media Placements were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, Starcom fueled the conversation amplifying the message across Twitter where Always drove even further engagement. It then partnered with Mrs. Obama’s Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C. 
    Paid and earned media support lasted for four weeks post launch in most markets, with an additional three months of support in high priority markets. Each market optimised to the places and content formats that were resonating most in local culture.  
    And as planned, Always responded in real time with custom designs in social showing girls’ creations for their emojis that better reflect who they are, from wrestlers to paleontologists to general badasses. 

    Results 

    With 48+ million video views and thousands of girls all over the world demanding change, Always #LikeAGirl - Girl Emojis film was the #1 ad on YouTube for March 2016.  
    It garnered attention from top-tier celebrity and cultural influencers, including tweets from actor/activist Emma Watson, media mogul Arianna Huffington, an invitation to ring the bell at the New York Stock Exchange, and even one of the most influential women in the world, First Lady Michelle Obama. The latter led to the partnership with her Let Girls Learn initiative.  
    But perhaps no reaction to the rally for girl emojis was more thrilling than a response from the Unicode Consortium, the gatekeepers of emojis, asking Always to gather and pass along all the ideas for consideration. All ideas were shared with them, per their request, as they work towards the next emoji update, affecting phones all over the world. Google even joined this mission and requested a Girl Emoji code.  
    Creating change in an effort to keep girls confident. No amount of media impressions can top that.

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      • Brand champions: High knowledge + high commitment
      • Apprentices: Low knowledge + high commitment
      • Skeptics: High knowledge + low commitment
      • Disengaged: Low knowledge + low commitment
      Apprentices are the low-hanging fruit for conversion to brand champions. Identifying where those apprentices are by geography or line of business, for example, can help target more learning activities to bolster their knowledge. Increasing opportunities for learning also impacts the knowledge measure for the disengaged.
      Increasing commitment is a harder metric to move because lack of brand commitment can be caused by many things. But for a corporate brand, making more employees aware of pride-evoking reasons can help. 
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      You must arm your employees with the knowledge and resources they need to be effective brand ambassadors. They must know what your organization stands for and what makes it different from others in the marketplace; (they must) understand your brand promise and be able to explain the most important elements of your brand identity…

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      Business Like a Swede

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      https://www.youtube.com/watch?v=uaGotppPsCs


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