Unilever Food Solutions Singapore 'The Secret of Mastery'
Social Media Management | Campaign Conceptualization | Key Visual Creation
What better ways to inherit 'The Secret of Mastery' than from the master chef himself?
The key objectives of this social campaign were to market the improved recipe of the Knorr Concentrated Chicken Stock (KCCS) and getting chefs to try out the product by swapping existing chicken stock for KCCS’s. Both were communicated through the interactions between our master chef and his aspiring disciple, set in a fictional Chinese ‘Wuxia’ theme.
The essence of the creative concept revolves around the product being the secret artefact and is ‘The Secret of Mastery’ inherited by the disciple through his master. The Knorr’s Concentrated Chicken Bouillon, with 2 times* more taste than before, is the key to creating extraordinary and flavourful dishes.
Facebook followers will learn through the duo’s narrative as to why the product is highly regarded by master chefs within the ‘wuxia’ pugilistic world and its unique selling points. With the target audience defined as Chinese chefs (aged 35 – 60), the ‘Wuxia’ theme was chosen to resonate with the target group as these mythical martial artists of Chinese folklore are as inspirational as how The Avengers is for the current generation.
The Facebook campaign, includes a Facebook Live video, static posts, and an animated video. The LIVE video is an interaction post, which requires fans to press their thumbs onto the master chef’s palms, simulating the ‘Kungfu’ style of imparting powers.
Finally, the animated video depicts the story that transpires the ‘Secret of Mastery’ and is brought to life with still 3D character renderings, digitally illustrated backgrounds and motion animation.
The campaign videos garnered 23% more video plays
The campaign was well received amongst food operators. In comparison to the average video plays of other posts within the brand’s Facebook page, the campaign videos garnered 23% more video plays.