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!
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.”
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.
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.
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.
The campaign overachieved all targets indicating that it had been a successful intervention for Maggi Hot and Sweet.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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