Social Media video recipes
BILLA
We put together a tasty mix of product promotion and culinary inspiration for the customers.
reach of unique users on FB and IG
engaged users on FB a IG
Challenge
Online support for branded products
Attractive content is the key to success not only in retail. In order to sell as well as have nice visuals, it is necessary for a team of seasoned professionals to be in charge.
By the end of 2019 we started to focus on supporting the product awareness of BILLA's private labes, doing so in the online environment. The assignment was simple - to show their selection and quality. The Marketing Manager for BILLA David Pála came with the idea of creating the Gusto Academy blog, which would present all the recipes using the promoted products in one place. Thanks to his idea an opportunity emerged for us to come up with more ideas, ie. creation of videorecipes. So how did we do it?
How to
Recipes step by step
Picking varied yet timeless promotional methods has proved to be essential. Creating video recipes seemed to be a suitable tool. Thanks to our own production, we have achieved better cost efficiency while the video format guarantees a longer time spent with the brand's products.
What were the key elements in creating them? Visual attractiveness, comprehensibility of the recipe and the whole process, sufficiently visible promoted products, preservation of genuineness and above all the main message: BILLA as a brand that inspires and advises.
The final form of video recipes is influenced by several aspects: seasonality, key words of the given season and possibly the clients preferred assortment for promotion. In just one day we shot three video recipes and photographed the delicious result of our work. The content was then used on several chanells: on Gusto Academy, where it can be seen together with a YouTube video, on Facebook or on Instagram as a part of the Infinite table In addition, video content is linked to the printed magazine Gusto on a quarterly basis.
Impact
Food simply rolls
When it comes to food, BILLA thinks of everything. Video recipes as part of her long-term communication therefore make sense. In 2020, when the Gusto Academy project celebrated its first anniversary, we have reachd 2,000,000 users through sponsored posts on Facebook and Instagram. On average, we reached almost 170,000 users a month. We have produced 48 video recipes so far since the start of this project and more are being added.
From the same campaigns, we also received 420,000 user engagements in the form of likes, shares, comments and other interactions.
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