Cannes Lions

VISTO CHE BUONO

MINDSHARE, Milan / UNILEVER / 2015

Case Film
Case Film
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Overview

Entries

Credits

Overview

Execution

The goodness of strategic thinking is reflected in the results.

evidence that the people who viewed the campaign enjoyed a more positive experience: +326% visitors on vistochebuono.it; evidence that behaviour changed as a result of the way data was leveraged in the creative: returned visitors on site 41% 2014 vs 11% 2013.

Outcome

If users are not actively searching, it does not mean they don’t have Inspiration needs

We can reach them “dominating” right channels at right times with right messages.

Late afternoon is the best moment to communicate suggestions to create a different kind of dinner, while during the holidays, communication was focused on cakes recipes. Data said that!

VistoCheBuono site is now a fully integrated recipes’ hub, covering all UL Brands/Products and where all Food digital budget is focused. Google ( Search & GDN) FB & Twitter was used strategically, pushing posts, tweets and display in the right time, with the right message, avoiding dispersion and maximizing relevance.

Posting 10 post throughout the day is different from doing it strategically, at a certain time, with a specific dish, relevant for that specific period. We have evidence!

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