When a mum searches for recipe related key words, the web-app appears front and center on the search results page giving mum’s immediate access to recipes, nutrition and “likes” of favorites recipes of mum’s across the entire country. To encourage online conversation, recipe sharing is rewarded with a Knorr Cookbook of UGC recipes.

The app is replicated on Sina Weibo, Knorr brand site and Baidu Zhidao (China Wiki). Search keywords were bought to promote the web-app on Baidu. Soft e-PR was used to promote the app as well.

Baidu App No.1 of food categoryLaunched Aug.20th, 2011Users to date: 6.22 million (Jan 3)Promotion Baidu organic search SEM Cooperation with Baidu Zhidao channel Social (BBS, Weibo, SNS, etc.)Sina App No.1 of food categoryLaunched Nov. 7th, 2011Users to date 0.6 million (Jan 3)Promotion Weibo