Briefed to raise the profile of Knorr Blue Dragon sauces and to communicate a variety of ways to use the product, Torch B2B were asked to develop a social media strategy to demonstrate to the target audience how to enhance their consumer offering without increasing costs and labour.
Response: Using YouTube, Facebook and Twitter as online platforms, useful tips, information, demonstrations, recipes and updates were regularly posted alongside videos, links to sampling offers and foodservice related news. The audience was carefully segmented to ensure the content was relevant to the end user, and is refreshed regularly to maintain interest and interaction. Live Tweets and photo uploads (Twitter and Facebook via Hootesuite) of competition cook-offs and events increased user participation and enhanced viral exposure. Analytics show ongoing page impressions are increasing as support for the campaign demonstrate it’s value whilst simultaneously promoting the Knorr Blue Dragon brand to the target audience.