Summary
The youngest brand in the Ready to Cook space achieved great numbers within the first few months of its launch with effective use of high reach platforms tapping into the right moment at the right time with the right messaging to the intended audience.
Challenge
During the pandemic, work from home became the new norm. The young working professionals found it tough to juggle between mundane chores at home and work commitments. Their social life took a hit when they were forced to stay at home instead of indulging their taste buds at restaurants with their friends and family. ITC Masterchef sought to resolve this with the launch of their Ready to Cook offerings in Pastes and Gravies.
Objective
Being a new entrant to the hall of Ready To Cook, our aim was to educate on category usage and spread awareness about ITC Masterchef's new range of products to the Millennials to solve the home cooking woes over the pandemic period.
Strategy
The #ReadyIn123 campaign was designed keeping the audience behavior in mind. Digital consumption in India is driven by Gen Z and Millenials who spend a considerable amount of time on videos, news and social platforms. We used this insight to design the campaign on 3 pillars - Videos, Influencers and News.
Data
Digital media is the go-to destination for solutions and tips for Millenials and Gen Z population. According to ComScore, almost all the digitally savvy audiences can be reached through videos, social and news platforms. Hence, our approach to drive the brand objectives was built on Videos, News and Social platforms.
Solution
Users searching and consuming recipe videos were targeted with the relevant RTC offering showcasing the ease of cooking their favorite restaurant dish at home. On Social, we leveraged food communities to engage with our audience and educate them about the ease of using ITC Masterchef Pastes and Gravies. Community members were invited to try out the new range and post their experience of the same. We partnered with celebrity and lifestyle influencers to create content showcasing the ease of creating restaurant style dishes at home. We also used standard and interactive display banners to target interest based cohorts across relevant websites to drive visibility for the launch. The rich media banners demonstrated the ease of creating restaurant style dishes at ease and within minutes at home.
Results
The 15 recipes videos created in YT garnered 55Mn+ impressions and total watch time increased by 455%. On Social, the videos achieved 25Mn impressions, VTR 67.8% Influencer activation reached 6.3Mn users with an engagement rate of 2.4%. The live cooking on ITC Connect received 10Mn+ impressions.
