Cannes Lions

PERFECT RECIPE

HJALTELIN STAHL, Copenhagen / ARLA / 2015

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

Despite being probably the oldest content creating Danish brand, Karolines has now together with TVC become fully digital in its communication and this shift from offline called for easy adaptable formats and automated banner processes, and a very quick reacting media buying and production unit. The many different media calls to action to each other all serving different versions of the content, keeping the customer engaged from quick inspiration on Instagram, to full how-to videos on the brand website and YouTube. Facebook was among other used to let the users decide what recipe we should film and show on TV.

Outcome

1. 1,800,000 people reached - out of a population of approx. 5,600,000 Danes. That's more than 30%!

2. In only 68 days Karolines Køkken Facebook page had an increase by 124%

3. 1600% increase in followers on Instagram.

4. The photo album had a click through increase by 12.5%

5. Inspiration video reached 222,000 people - where approx. 28.000 played the film (13%)

6. TV ads reached 68% in target group

7. 92% increase in overall Facebook activity.

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