Solo Open Kitchen: The Consumer Journey
On-going content strategy that succeeded to engage with our consumers and created the impact we needed to reach our campaign objectives on the highly competitive culinary category.
Challenge
Solo repositioned itself as THE Cooking facilitator in the kitchen through the identity, Solo Open Kitchen. The best example of this, is the online cooking platform that has created a high relevance over time. Solo.be wants to be your everyday inspiring cooking partner where you’ll find recipes for everyday cooking and more sophisticated occasions.
Idea
Implement an ongoing video content approach that allows adapted and relevant communication. Continuity strategy & maximizing reach to transform Solo into the preferred personal cooking assistant.
Delivery
General videos were promoted during the whole year. Which put our brand in the picture based on relevant content and focused on Top Topicals like Back to school, Valentine, St Nikolas, EOY, … with specific communication. Next, we wanted to drive engagement and conversion with a fully branded experience. We showed new content that was created with popular bloggers. These short videos of recipes of 6” and 15” targeted people who watched cooking videos (topic) and people who showed interests in cooking/baking and is a food enthusiast. Besides to the normal ad formats we had different companion banners for each video and different call to action overlays to increase the click through and allowed the consumers to view the full recipes from the bloggers. But we didn’t stop there. Every two months we changed the recipes made by the blogger by seasonality.
Results
The engagement created is enormous! In total more than 2,8 million engagements and 750K video views via social media. This proves that our content and strategy was spot on and that it was relevant and thus appreciated by our audience.