Cannes Lions

Knorr Auntie Reply

MINDSHARE THAILAND, Bangkok / UNILEVER / 2016

Case Film
Supporting Images
1 of 0 items

Overview

Entries

Credits

Overview

Description

As inspiration starts on LINE and it drives in-home cooking, our strategy is simple: in order to make housewives cook at home, Knorr has to rethink how it uses LINE.

We redesigned Knorr official LINE account, from a tool to broadcast one-size-fits-all coupons to a trusted partner that releases frustrations and provides useful instant inspiration.

Execution

In order to be relevant to over 12million Knorr LINE followers, we developed a sophisticated algorithm that would “read” their messages and send back an autoreply.

The reply was tailor made based on specific keywords the algorithm would find in the text, whether it is available ingredients, preparations, occasions…

Even more, the system was able to reach different fan profiles with a series of dedicated insightful recipes e.g.

- easy to cook with few ingredients meals for young housewives;

- healthy, non-spicy recipes for housewife with kids;

- sophisticated show-off recipes for the expert moms…

Hundreds of different options that inspired, surprised and helped housewives to cook for their family.

Outcome

Knorr Auntie reply resulted in unprecedented success for any LINE activity in Thailand, both in terms of usage and engagement. (data from LINE TH).

• Auto reply 1.1 M times (highest record ever of LINE)

• New friends added >12 M, active user 54% (vs. norm 45%)

• Recipe click >1.5 M times

Our Auntie helped significantly improve performance of Knorr website as the final landing page (www.Knorr.co.th)

• Page view +200%

• Unique visitors +270%

All this ultimately contributed driving positive impact to business, making people eat at home more and more often

• After 3 months from the campaign launch, Cube consumption increased 50% (Kantar world panel)

• Knorr Cooking products grow 2% against category +0.1%, and gained share by +60 bps. (Nielsen)

Similar Campaigns

12 items

The Breeze Virtual Laundry Room

MINDSHARE, Taguig

The Breeze Virtual Laundry Room

2022, UNILEVER

(opens in a new tab)