2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

Goody created an action that prompted real time reactions from the online community: social media food posts that could be won after commenting with a hashtag on a delicious recipe. These social media posts took the shape of a box, mimicking a social media post, including all the ingredients required to recreate that recipe on the box cover. Goody Kitchen is an online platform from Goody, the most iconic food brand in Saudi Arabia. The creations of this kitchen that were shown online, had offline consequences. Goody Kitchen sent to hundreds of homes in Saudia Arabia these Edible Posts.

Background

To date there are over half a billion food posts being shared on instagram alone. (#InstaFood 191,399,857 ,#FoodPorn 253,027,409) With food videos attracting almost 7 million hungry Saudi everyday. (Social Media Advertising Audiences in Saudi Arabia, 2019 Wearesocial) But as much as it is enjoying to watch your favorite influencers cooking, or enjoying delicious meals, as frustrating it is when you're left mouth-watering and wondering how would that taste like. Our approach was to change that and give our audience the chance to try the dishes they were seeing on their screens. And knowing that social media can influence purchase decisions by 71%, we decided to connect the moment of social consumption with the moment of trial, bypassing the long journey of awareness, consideration, evaluation, trial.

Describe the creative idea (30% of vote)

Goody Edible Posts turned virtual video recipes into actual cooking kits for Saudi foodies. Finally the mouth-watering feeling of watching food videos had a resolution and allowing them to cook and eat the social post. First people had to leave their address and comment with the hashtag #createmoresharemore on the influencer’s live post and win the post delivered to their house, with all the ingredients required to recreate the recipe step by step- allowing you to actually eat a social media post.

Describe the strategy (20% of vote)

To date there are over half a billion food posts being shared on instagram alone. (#InstaFood 191,399,857 ,#FoodPorn 253,027,409) With food videos attracting almost 7 million hungry Saudi everyday. (Social Media Advertising Audiences in Saudi Arabia, 2019 Wearesocial) But as much as it is enjoying to watch your favorite influencers cooking, or enjoying delicious meals, as frustrating it is when you're left mouth-watering and wondering how would that taste like. Our approach was to change that and give our audience the chance to try the dishes they were seeing on their screens. And knowing that social media can influence purchase decisions by 71%, we decided to connect the moment of social consumption with the moment of trial, bypassing the long journey of awareness, consideration, evaluation, trial.

Describe the execution (20% of vote)

We started our campaign by engaging with 4 food influencers in KSA to turn our newly launched products into their wildest creations. We then invited their audience to follow their stories for an unexpected twist. During the live streaming (instagram stories) of their cooking journey we asked people to post a comment with the hashtag #createmoresharemore for the chance to get that exact recipe that they've just seen, delivered to their door. The instagram post became an insta-box and packed with all the needed ingredients arrived onto their tables. The box: contained all the ingredients, step-by-step cooking instructions and a note from their favorite influencer.

List the results (30% of vote)

1 Million foodies reached +380 unique views of our branded content 250% higher engagement (comments, shares) vs. our competition's benchmark 80% more engaging vs. the influencers' own un-branded content. 60% increase in purchase intent for our new range of products