Unilever ČR spol. s r. o.
Hellmann’s Best Sandwich
Goal of the campaign
- Increase the consumption of mayonnaise even outside the main "season" (Easter, Christmas) by connecting the product to a sandwich.
- Educate the domestic market consumers and offer the Youtubers´ viewers an alternative snack or a light meal in the form of a sandwich.
- Communicate „togetherness“.
- Bring people to www.receptynakazdyden.cz www.rnkd.cz.
- Support the newly created Hellmann’s Instagram profile.
Concept
We chose six Youtubers and let them prepare, with a little help from their viewers, the best sandwich they can imagine. The Youtubers then show a video in which they were preparing the sandwich with someone close. The sandwich recipe was put on www.rnkd.cz. The Youtubers directed their viewers to this website at the end of the video and encouraged them prepare their own favorite sandwich. They could then share it on Instagram and even win interesting prizes.
Apart from YouTube, the content appeared on other social networks as well; particularly on Facebook and Instagram. The posts included subtle Hellman´s branding.
The campaign lasted a whole month and the content appeared on the Youtubers´ channel succesively. There was a slight overlap (when one Youtuber was finishing, the other started teasing). When selecting the Youtubers, an emphasis was given on their having different audiences, so as to address as many people as possible.
Engaged Youtubers:
Exploited, Matúš, Stejk, Vaďák, Stylewithme, Shopaholic Nicol
Teasing
Before the videos themselves were shot, we had enabled a trend to appear - a sandwich. Youtubers teased their viewers on social networks and engaged them in the creative process. First, they published a post on Facebook in which they asked their viewers for tips, about their favorite ingredients and other sandwich related things.
Then Instagram posts appeared in which Youtubers released teasers for the video itself. The posts included product placement of Hellmann’s mayonnaise and a brief remark that a video about preparing a sandwich was in the making.
Video
Each of the Youtubers have a different audience and that is why the videos were created in different styles for different ones. Someone took a crazy challenge with their friend, someone made a nice picnic in the park, and someone prepared the largest sandwich.
We took great care so that everything was authentic when we were preparing the final sandwiches with the Youtubers. The point was to have a sandwich that really represents the the Youtuber that prepared it. Stylewithme made a typical Vietnamese sandwich Banh Mi, Stejk being an admirer of Great Britain made a classical British sandwich, and Matúš made original „Slovakian Bomb“. Which brings us to the fact that each of the Youtubers could also name their sandwich.
At the end of each video the Youtubers directed the viewers to the website www.rnkd.cz, where they could find the recipe and make the sandwich at home themselves.
Instagram Contest
The whole campaign was crowned by Instagram Contest in which the viewers could win prizes from Hellmann’s itself - a stylish snack bag full of its products. All they needed to do was to share the sandwich they made and follow Hellman´s new profile. The Youtubers shared this Contest on their profiles.
Testimonial
What our clients say
„Given the fact the the combination of mayo and sandwich is not that common yet in this part of the world, it was clear to us from the onset that we would have to focus on the younger target group that accepts new trends more easily and does not follow the old traditions to the letter, i.e. mayo=potato salad. We were very satisfied with both the campaign´s course and the results. The agency proved to be highly professional and tried to accommodate all our wishes, complicated though they were given the fact the video production is usually in the hands of the Youtubers themselves. We deem the campaign successful mostly thanks to the demonstrable increase in the tracked indicators of Hellman´s brand in the given period.“
Klára Poslerová
Brand Manager Hellmann´s CZ/SK
Results
780 000+
YouTube views
150 000+
Facebook reach
800 000+
Instagram followers
Hellman´s Instagram profile gained 3200 new followers.
The new followers stayed with the profile and are active. Only about 15% of them have left; four months after the campaing finished, the Hellman´s profile still has 2700+ followers and the number is growing.
