Community Marketing Case Study | McCain by Convosight
for Brands


  • McCain aimed to build brand RTBs and position itself as the best snacking option.
  • They used an insight-based community marketing approach to drive conversations around tasty and quick snacking with McCain by engaging with 2.2 Million+ mothers across 68 parent communities.
  • The brand received 43K UGCs, 30 K brand mentions, and 162K engagements, along with a high association with attributes like taste, snacking, easy-to-make, and variety of products.

About McCain

McCain Foods Ltd. is a frozen food company that captured more than 80% of the market share in the category. The brand’s core proposition is ready in 3-mins variety - restaurant-like taste at home and value for money. In terms of product association, French Fries and Smiles were the two hero products that were associated with McCain.

McCain Product Image 1 for Community Marketing Case Study McCain Product Image 2 for Community Marketing Case Study McCain Product Image 3 for Community Marketing Case Study McCain Product Image 4 for Community Marketing Case Study

McCain’s Objectives

McCain wanted to capture the attention of every household in the country by making mothers their champions. They wanted consumers to consider McCain as everyday snacking option and also build awareness about their range of products.

“The brand aimed to build brand RTBs and strong brand associations around key benefits of McCain like taste, variety, and easy to cook.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

McCain took an insight-based Community Marketing solution to drive conversations around tasty, ready to eat, and variety of snacking options by engaging with 2.2 million members across 68 parent communities.

Campaign Structure


2. Analysing consumer insights from real conversations

To drive the campaign, we analyzed the existing conversations in the above communities and observed that:

  • The words "taste," "variety," "time to prep," and "ingredient" were key factors driving consideration among consumers.
  • Mothers were looking for different snacking options for their kids.

Based on the existing conversations we observed, we aimed to drive conversations around how members should keep their houses clean and ensure that they are germ-free.

3. Community Marketing campaign idea

The campaign was run in 4 phases where each campaign was live for a month.

In all the 4 phases, we created snacking moments with McCain. In the first phase, the group admins shared the personal snacking habits during monsoon. They shared their reason for having McCain and why its their favourite snacking options. Every group admin shared their personal experiences on the taste, time to cook, variety options, and many more. In other phases, the admins strenghtened the association of McCain with other moments like having snacks while watching IPL, family and friends get together, recipes with McCain, and during festive season. The admins shared how McCain has helped them save time and given them a chance to enjoy quick snacks without having to compromise on taste.

In every phase, admins not only shared their personal and varied experiences with McCain but also encouraged the members to try and share their experiences.

All the 4 phases, helped vocalize the positive experiences of users as they participated in the campaign by sharing their reasons of preference in the form of User Generated Content (UGCs) for the brand.

Solution types

Static Posts

Carousel Images

RoI of Community Marketing
for McCain📈

Increase in brand mentions

The Big Beautiful Highlights

  • The campaign received over 43K UGCs and 162K engagement.
  • The campaign has been successful in generating over 30K+ brand mentions which is a 3000x increase from the pre campaign days.
  • The brand received a strong association with products like Chilli Garlic Bites, Potato Cheese Shots and Aloo Tikki through consistent targeted communication in addition to the popular French Fries and Smiles.
  • The campaign established increased consumption moment for the brand other than normal snacking leading to increased opportunity for trials.
  • Compared to the pre-campaign period the brand was mostly associated with attributes of taste, the campaign was successful in building a stronger association with attributes like snacking, easy to make, and variety for the brand.

Top Performing Communities 🥇

Real People Real Conversations 💬

Contest based campaign helped in generating organic brand mentions while sharing recipes with pack shots.

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