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Introduction
- Maggi wanted to build brand RTBs and consideration of Maggi Hot and sweet ketchup.
- Maggi used insight- based community marketing approach to drive conversations around the uses of Maggi H&S ketch up by engaging with the most relevant 40 communities around food and recipes with over 3.4 million members.
- The brand achieved 61K brand conversations, 3472 brand mentions, 99% positive sentiment, and a strong association with ‘snacks’ and being ‘delicious’.
About Maggi Sweet Chilly
Maggi Sauces have been integral to Indian consumers’ households for decades. Over the years, Maggi has continuously re-invented itself in terms of new products, packaging, promotion & distribution to emerge and sustain itself as one of the largest sauces brands in India. To cater to the diverse Indian palate, Maggi has a host of variants, including Maggi Hot and Sweet.
The lip-smacking tastes and vibrant packaging ensures Maggi Sauces stay true to its slogan – It's different!
Maggi Objectives
With Facebook Communities being the largest conversation forum in India (& the world), Maggi explored partnering with Convosight to drive meaningful conversations around its brand and position itself as the favourite ketchup, which enhances the food experience.
“Maggi wanted to build brand RTBs and consideration of Maggi Hot and sweet ketchup.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
Maggi took an insight-based Community Marketing solution to drive conversations around how ketchup can enhance the experience of food dishes. The brand engaged with 8.5 million people across 88 online communities around food and recipes.
Campaign Structure
2. Analysing consumer insights from real conversations
By analyzing conversations in the parenting, foods & recipes category, we were able to determine that "taste," "snacks", and "ingredient" were key factors driving consideration amongst consumers.
With consumers looking for ‘different chai time snack options,’ we created moments when snacks and chai time experiences are incomplete without Maggi Hot & Sweet Tomato Ketchup.
3. Community Marketing campaign idea
Based on the brand’s objective and the conversation analysis, we planned a campaign focusing on driving conversations around how a dash of Maggi Hot & Sweet turns every dish into a tasty treat.
The community admins initiated the conversations by sharing their experiences about how a dash of ketchup alleviated a simple chai time/evening snack into an experience for the family, friends, and kids. They invited members to share their favourite recipes and experiences that are incomplete without Maggi Hot and Sweet ketchup. The members shared images of their favourite recipes with Maggie Hot and Sweet ketchup.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their personalities and style to each of their posts.
With members sharing their stories and experiences, we strengthened the association of snacks and deliciousness with the brand. The intervention with Maggi Hot and Sweet recipes led to increased moments of consumption.
Solution types
Static Posts
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Carousel Images
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Contest
The Big Beautiful Highlights
- We helped the brand achieve its objective with really high engagement. The brand received 51,818 reactions and comments, a 2.2X increase from the target set before the campaign.
- The brand received 61K category conversations while the sub-category conversations increased at a rate of 4.4X from the target set. There were 16,688 sub-category conversations.
- The campaign #HotandSweetChaitime received 13K+ UGCs. In the conversations that happened, 73% of the purchase intent conversations mentioned usage.
- The brand achieved a strong association with ‘snacks’ and being ‘delicious.’
- With 3472 brand mentions and 99%+ positive sentiment around how Maggi Hot and Sweet enhances every dish and is the all-time favourite ketchup among kids and family members, we helped Maggi achieve its objective to position itself as the favourite and most delicious ketchup.
The campaign overachieved all targets indicating that it had been a successful intervention for Maggi Hot and Sweet.
Top Performing Communities 🥇
Real People Real Conversations 💬
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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More Case Studies
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100,000+
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700M+
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75
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