The Challenge

Over the course of the two years, Wild Fusion partnered with Knorr to achieve amazing online success by providing digital solutions for several challenges;

  • Marketing activities for Knorr Nigeria had been dominantly executed offline and had never been done online and as such the online space was a new terrain for the brand in Nigeria.
  • Knorr had launched a new cooking show; ‘the Knorr Taste Quest TV Show’ and they needed digital to help drive participation and viewership for the new show and achieve positive ratings.
  • In Knorr’s quest to become the go-to brand for cooking inspiration, the idea to develop a one-stop recipe website emerged.

What We Did

  • Carry out a survey on what resonated with the target audience and developed a content strategy that resonated with the target audience and these include contents for web, mobile, social and most importantly videos.
  • Wild Fusion implemented a fan acquisition campaign with the aim of growing the Knorr Facebook fan base, driving engagement and creating awareness for the Knorr brand.
  • Facebook media was a major instrument used to drive the fan acquisition campaign.
  • The digital media tools behind the campaign comprised of Facebook ads, Google display ads and Google search ads. All on desktop and mobile platforms.
  • On the Knorr Facebook page, posting and sharing of engaging content around the show was used to ensure awareness for the Knorr Taste Quest show.
  • In a bid to drive fan entries online, a form was created and a Facebook tab was developed to host this form.
  • The digital media tools behind the campaign comprised of Facebook ads, Google display ads and Google search ads. All on desktop and mobile platforms.
  • On the Knorr Facebook page, posting and sharing of engaging content around the show was used to ensure awareness for the Knorr Taste Quest show.
  • In a bid to drive fan entries online, a form was created and a Facebook tab was developed to host this form.
  • Wild Fusion was involved in the development of the Knorr Website, which is as an online hub for food lovers to get food and mealtime inspirations.
  • Users can project and create a meal plan to guide them throughout the entire week.
  • Users can get suggestions and inspiration on what meals to prepare on various days of the week.

Result

Within 2 weeks

  • A total of 5,100 online entries was received for the Knorr Taste Quest.
  • Foodies across the country shared Knorr branded content with their networks and connections.
  • The fan base grew to 55,000 fans on Facebook and over 21,529 YouTube video views.
  • The Instagram and Twitter page for Knorr grew organically over this period while consumers demanded more content from the brand

Over 4 months;

  • The Knorr fanpage is currently the 13th biggest page in Nigeria with 646 396 likes to date
  • Content is co-created with consumers through user generated material which is shared and interacted with by consumers
  • The website http://knorr.ng is a repository of recipes and food content tailored for the Nigerian consumers. Content is indexed on search engine delivering on inbound traffic through search engine optimization. The website is built to be accessible through multiple channels web, mobile, sms, USSD and mobile app.
  • Consumers love the content and will gladly tell others about our page, like, share or comment on our posts

From Millward Brown

The Knorr Nigeria Fanpage performed exceptionally well, indexing 26 % higher than the average Fanindex Consumer rating. Higher Fanview ratings are strongly correlated with high purchase incidence levels – hence ensuring a strong sales positioning for the brand.

Source: Millward Brown Knorr Fanview Final Presentation Jan 2015 – Fanview rating based on n=328 campaigns

The value of the fanpage can be seen when we look at the direct positive impact the content has on overall Brand Appeal (almost double the global norm)

Source: Millward Brown Base: n= 199 (Knorr Nigeria Fans) Fanindex norms (where applicable) base = 317 Studies (n=3000+ respondents)

What The Client Said

Over the years, the Wild Fusion team has proven to be an asset to the Knorr brand. Wild Fusion has consistently developed and implemented effective and creative digital marketing strategies that have given us the ability to become more visible in the online sphere whilst connecting and engaging with our consumers. The Wild Fusion team is very reliable and always delivers on promise.

Abimbola Ogunsemi, Assistant Category Manager, Savoury, Knorr Nigeria