An eye-catching series of boosted posts drove big gains in recall and awareness for Conimex Wok Paste, the Netherlands’ number one Asian food brand.
Case study summary
• Unilever brand created series of boosted posts on Facebook, linking the wok paste and the Asian world.
• Used Facebook’s reach and frequency tool to ensure the posts were seen by sufficient numbers of people at a frequency it could control.
• 20% lift in ad recall (24% amongst 25- to 44-year olds)
The challenge
The Conimex range of stir-in wok pastes make cooking authentic-tasting Asian food fast and simple. The Unilever-owned brand is the leading Asian food label in the Netherlands and is exported to more than 20 countries.
Conimex wanted to grow its product awareness, market penetration and share of wallet amongst its 20- to 49-year-old female target audience. In particular, it sought to increase brand appeal amongst a younger audience of 18- to 24-year-olds.
The solution
The food company created a series of boosted posts that forged a clear link between the brand and the Asian world. Conimex worked closely with Facebook’s Creative Shop and Social Embassy to develop the ad creative, where tasty dishes were cleverly integrated into quintessentially Asian scenes.
The Mindshare-planned campaign—which also included TV—used Facebook’s reach and frequency tool to ensure the posts were seen by sufficient numbers of people at a frequency it could control.
The results
The 5-week campaign, which launched in August 2015, produced some excellent results for Conimex.
A GfK reach and reaction study, along with Nielsen Brand Effects measurement, showed that the campaign reached a large audience and created significant positive shifts in brand metrics.
Highlights of the campaign included:
• 20% lift in ad recall (24% amongst 25- to 44-year olds)
• 6% lift in product awareness (8% amongst 18- to 24-year olds)
• 2% lift in brand association
• 97% reach from TV and Facebook (23% provided exclusively by Facebook)
• 47% of reach amongst light TV viewers provided exclusively by Facebook
Harry Dekker, Media Director Benelux, Unilever, said: The combination of creative specifically designed for Facebook and a 23% additional reach on top of TV are of great importance to us. The 8% lift in product awareness for the important 18–24 year old target group and the 20% lift in ad recall are game-changing results.
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