+ UNILEVER FOOD SOLUTIONS KCLB PROPOSAL ROUND 1 2016.03.28
KNORR CHICKEN LIQUID BOUILLON B2B ACTIVATION CAMPAIGN 2016
YOUR ASK DRIVE AWARENESS, EDUCATION & SAMPLING OF KCLB TO CHINESE RESTAURANTS & CHEFS ACROSS CHINA.
WHAT WE HEARD FROM YOU • GROW THE CLB CATEGORY FROM NON-USERS • CORE TARGETS ARE SENIOR CHEFS • CHEFS THINK THAT CLB CAN ONLY BE USED IN SOUPY DISHES • INCLUDE AN EMOTIONAL ANGLE
WE STARTED OUT UNDERSTANDING OUR TARGETS…
24 CHEFS. 16 RESTAURANTS. 5 CUISINE TYPES. SO WE INTERVIEWED…
FOCUSED ON SENIOR CHEFS FROM MID TO LARGE SIZED RESTAURANTS. MASTER CHEFS – SENIOR CHEFS - JUNIOR CHEFS
THIS GROUP BROKE DOWN FURTHER INTO 2 CORE GROUPS. EMPLOYED & SELF-EMPLOYED. (WHICH ADDED ANOTHER LAYER OF PAINPOINTS DUE TO FINANCIAL & BUSINESS PRESSURES)
DIGITAL BEHAVIOUR • VIRTUALLY EXCLUSIVE TO MOBILE • MOST DON’T FOLLOW UFS WECHAT YET (22 out of 24) • INDUSTRY CHAT WITHIN PRIVATE WECHAT GROUPS • VERY PARTICULAR ABOUT THE CONTENT THEY FOLLOW (LIMITED TIME, DON’T CARE MUCH ABOUT PRODUCT TALK, BELIEVE IN RESULTS THEY EXPERIENCE THEMSELVES)
WHAT WE’VE GOT TO DO COMMUNICATE TO WIDER AUDIENCE BEYOND UFS FOLLOWERS LEVERAGE TARGET INSIGHTS TO INCREASE CAMPAIGN APPEAL DRIVE MASSIVE SAMPLING TO ALLOW CHEFS TO TRY FOR THEMSELVES
2 CREATIVE APPROACHES
IDEA 1
INSIGHT HAVE STUBBORN VIEWS ON HOW CHICKEN LIQUID BOUILLON IS USED. (BUT VIEWS VARY VASTLY FROM CHEF TO CHEF)
INSIGHT THEIR PRIMARY CHALLENGE IS FINANCIAL PRESSURE. (WHETHER DIRECT OR INDIRECT)
每天，网上都有餐厅爆红的新闻… 可惜，主角不是我。��入行时，师傅说酒香不怕巷子深， 可这早不是一个靠手艺就能红的年代了！� 有人说：“你烧的菜很不一样。” 可红起来的，永远是些装修不一样的餐厅。 MANIFESTO
又有人说：“现在要开店，⼴告最关键。” 可⼴告怎么做，我没学过，熟人里也没懂行的。� 更别说成本一直在涨， 维持经营已经压力山大，� 做⼴告，难道不要钱？
如果有一个机会， 让我烧的菜就能成为⼴告… 如果有这样的机会的话…
CAMPAIGN PUSH DIANPING BUSINESS EDITION UFS WECHAT
PRODUCT QR CODES SCANNABLE TO UFS WECHAT TO DRIVE FURTHER AWARENESS
HOW TO QUALIFY? APPLY FOR A SAMPLE, UPLOAD YOUR ORIGINAL KCLB RECIPE/CREATION, LIST SELECTION BY UFS CHEFS
DRIVE SHARING TO PRIVATE GROUPS MORE SHARES MEANS HIGHER CHANCE TO BE SELECTED
FORTNIGHTLY CITY FEAST LIST FEATURING KCLB VIDEO RECIPES BY REAL CHEFS IN AN ASSORTMENT OF STYLES, MASTER CHEF CRITIQUE ON DISH & USAGE OF KCLB.
KNORR DIANPING CONSUMER PUSH DRIVE RESTAURANT BUSINESS WITH A MASTER CHEF SELECTED CITY-BASED “MUST TRY” LIST, AND A LITTLE INCENTIVE HELPS TOO!
CLOSING VIDEO THE RESTAURANTS OF THE KNORR FEAST TELL THE STORY OF REAL CHEFS & THE REAL SUCCESS STORY BEHIND THE CAMPAIGN
EXTENDABILITY WITH SUCCESS, DEPLOY IT ANNUALLY (COULD FEATURE DIFFERENT PRODUCTS/THEME EVERY YEAR)
DRIVE EXTENDED AWARENESS THROUGH “点评管家” CHEF ENGAGEMENT (SAMPLING & UPLOAD RECIPES） MASTER CHEF SELECTION SHOW RESULTS ATTRACT DINERS WITH MASTER CHEF SELECTED FEAST DINERS CAN BOOK SEATS & GET UFS SPO...
