Maggi has been an integral part of the lives of millions of Indians for four decades. The leading instant noodle brand from Nestlé has expanded its footprint in the spices category. Their understanding of the Indian consumer palate has helped the brand to create the perfect masala offering, in the form of MAGGI Masala-ae-Magic, that has the power to enhance the taste of food that a mother cooks for her family.
With Facebook Communities being the largest conversation forum in India (& the world), Maggi explored partnering with Convosight to reach out to communities and drive meaningful conversations and consideration of the product while showcasing the Masala-ae-Magic amplification in daily regional dishes.
“The brand wanted to increase the frequency of consumption of Magic-ae-masala and build brand RTBs.”
Maggi took an insight-based Community Marketing solution to reach out to the most relevant 88 communities around food and recipes, with over 8.5 million members.
By analyzing conversations in the parenting, foods & recipes category, we determined that "taste" and "ingredient" were key factors driving consideration amongst consumers.
With consumers looking for quick, tasty and healthy recipes, the key insights from these conversations helped us build a campaign strategy where we created moments when Maggi Masala-ae-Magic helps to enhance the taste of every food in just 2 minutes.
We planned a magical recipe contest campaign focusing on how Magic-ae-Masala ensures every recipe variety in taste/flavour and texture. In this recipe-sharing contest with Maggi Masala-ae-magic, the members shared the daily recipes they tried with Masala-ae-magic and how they made the food tastier.
The admins kick-started the campaigns by sharing their favourite recipes and encouraged members to share their creations with the touch of Maggi Masala-ae-Magic. Members tagged other members, creating further excitement around participation.
The campaign planned focused on driving consideration and amplifying the product around how an ordinary recipe can become tasty in 2 minutes with Maggi Masala-Ae-Magic.
The campaign's theme was consistent across all the communities; however, the unique experiences & testimonials of members brought different personalities and styles to each post.
The Campaign triggered current users to organically talk about the brand and share their positive experiences around it. While the brand received 53% positive sentiments, most members (75%) have described Maggi Masala Ae Magic as rich in taste.
With food conversations increasing to 220K during the campaign days (in 30 days), the brand legacy of Maggi worked in favour of the brand. Positive reviews led to increased trials among more and more new households
With 25,698 UGCs and engaging participation, we helped Maggi achieve its objective to position itself as the favourite taste enhancer masala for every dish.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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