While the category is strewn with functional claims such as flavor enhancement or balancing saltness, Master would like to take new opportunity to build emotional resonance with consumers. Concurrently, the swift evolution of AI has heightened consumers' desire for genuine emotions, presenting a unique opportunity for brands to cultivate emotional bonds.

We leveraged the most ‘superior’ technology acknowledged by AI to make a simple point – nothing can ever replace the loving and caring touch in every dish of home cooking.

Combining emotional resonance with technological innovation (AI), the Master brand not only communicates respect for tradition but also showcases the brand's modernity and innovation. This balance can attract consumers across different age groups, expanding the brand's audience.

One hyped manifestation of standardization is AI, claiming to offer superior solutions to all facets of life. Master firmly believes that no technology can replace personal touch brought into the dishes made with love and care.

So we decided to put this into our idea – AI PK THE TASTE OF HOME

Awareness

-This is the first time TikTok allows any brand to display an A/B ending interactive film and letting consumer to choose the ending they want to watch based on their vote.

Engagement

-Over 200+ KOLs and KOCs were invited to challenge AI on TikTok with their own unique recipes and blind tests to echo the merits of home cooking on TikTok platform.

-3 top-tier KOL released their teasers announcing that they would participate in an actual cooking competition against AI during Double 11 offline roadshow, generating interest and discussion prior to the offline roadshow live streams.

TARGET AUDIENCE：

Working moms aged 25-45 in its stronghold in the south of China that are seeking balance between working, cooking and parenting.She endeavours to cook at least 3x a week at home despite her hectic life and takes pride in preparing their own signature dishes for their families, seeing it as a labour of love.

APPROACH

We leveraged the most "superior" technology acknowledged by AI to make a simple point – nothing can ever replace the loving and caring touch in every dish of home cooking. We employs a TikTok interactive film, enabling netizens to vote for either AI or the taste of home, with divergent outcomes. Furthermore, the livestream, featuring cooking demonstrations, serves as a platform to underscore the message that "no AI can replace the authentically unique taste of home cooking with Master WJX."

The campaign, titled "AI PK THE TASTE OF HOME," unfolds in two key phases.

Both online and offline, from Oct 12 to Nov 11

Awareness: Oct 15 – Nov 11

-The brand employs a TikTok interactive film, enabling netizens to vote for either AI or the taste of home, with divergent outcomes.

-Outdoor advertising in the week leading to Double 11 amplifies campaign visibility.

Engagement：Oct 12 – Nov 10

-The brand leverages social media through KOL/KOC to generate buzz around the AI vs. Taste of Home theme.

-Teasers featuring KOL chefs are strategically disseminated to drive interest in a subsequent KOL livestream.

-The livestream, featuring cooking demonstrations, serves as a platform to underscore the message that "no AI can replace the authentically unique taste of home cooking with Master WJX."

Till November 5, the interactive film garnered 19.2 million views and 230K engagements, The creative format attracted consumers watching at least twice to uncover the endings, ensuring a lasting impression. The TikTok #AI PK TASTE OF HOME challenge achieved 33.3 million views, surpassing industry benchmarks by over threefold. The campaign got almost 1,900 user-generated posts and 200+ paid content, lead to a remarkable 76% spike in engagement, reached a total of 388K (1.8 times the industry norm). The livestreaming event achieved 9.8+ million views with a 14% CTR (compared to the industry benchmark of 1-2%). Key attributes saw a 200 BPS increase in "Xian" and a 120 BPS increase in "cooking confidence." TikTok's 5A populations experienced significant growth: Awareness increased 144%, Appeal by 889%, Ask by 120%, Act by 20%, and Advocate by 27%. Market share within Master stronghold province grew to 25.8% in Oct 2023 from 24.7% Oct 2022.