As someone said love is dark deep when you don’t see your LOVE. What IF! Love is just blind and you could taste it, AWW! Knorr the German food brand is gaining attention of date goers with its interesting campaign #Love at first sight, a filmed experiment in which strangers are matched only by flavour! Research shows that flavour compatibility is the new trend and company could create a buzz among millennial foodies, bloggers and youngsters. It’s an interactive tool for engaging the users to share their love for food on an online platform backed up an online global research project.
Knorr stands for flavour and ideology is propagated all around the world. In order to engage with its customers Knorr relied focused on the integrated marketing communication by selecting the appropriate media outlets(Iacobucci 2013). To engage more customers in the campaign Knorr asked 12,000 people in 12 countries to describe what flavour means to them via a online quiz. Evidence speaks from the data proved that three in four people are attracted to someone who enjoys the same flavour.
LOVE WITH A TWIST
An experiment was conducted with twist pairing complete strangers on a SURPRISE Date.Flavour is the slogan and yes they are matched only if they love same flavors ,discovered using the Knorr Flavour Profiler, to see if a shared passion for certain flavours would create chemistry between the couples.This tool provides consumers with a new and different way to learn more about themselves by discovering which of the 12 flavour profiles.
This campaign is part of a wider drive to develop a more contemporary approach to communicate with Knorr’s consumers.Customers engaging in the social media is a sort of investments for the marketers and it also implies that social media investment is not measured in terms of the customer behaviour tied to social media applications and to grow the brand by targeting this new generation of food-obsessives who see social media as the place to share recipes, and engage in the ultimate food porn. Social media is the right integrated marketing strategy for Knor because every new chef (NOT me) shares his first master recipe in the social media with million hash tags( Hash tags are hurdle).
Kaplan defined social media as a a group of Internet-based applications that allow the creation and exchange of User Generated Content’ or consumer-generated content distributed through easy-to-access online tools”. Knorr became the spicy conversation at the coffee shops with its million viewers in the soup bowl(Gulp!!!!!).
.The IMC approach used by the Knorr could be measured using various metrics. Engaging its customer in the communication process is the success factor and it involves sharing the posts of the brand and commenting or replying to a brand’s post.This campaign was solely based on the idea of involving fun factor in the campaign and they didn’t rope in any celebrity for this campaign. The integrated marketing communication approach of Knorr is focused on the digital platform , connect Knor to its huge customer base with these mindspiring activities.
Being a €4bn brand, Knorr utilize online media platform to connect with people because the content is shared must faster in the social media and the users memories the brand alive in the minds of customers.The consumers who become fan of these pages tend to follow and be loyal to the brand(Brookes 2011). Knorr has set its presence in many social media sites such as Facebook , by creating brand communities in the form of brand pages where customers can interact with a company(McAlexander, Schouten et al. 2002)
Marketers should take cues from Knorr and create a campaign that was successful in engaging the audience from different parts of the world. More innovative campaigns like being natural and promoting its products to be good for health will add next feather to Knorr Cap.
Barger, V. A. and L. Labrecque (2013). “An integrated marketing communications perspective on social media metrics.” International Journal of Integrated Marketing Communications, Spring.
Brookes, E. J. (2011). “The Anatomy of a Facebook Post: Study on Post Performance by Type, Day of the Week, and Time of Day.” Vitrue Inc. Retrieved.
Hoffman, D. L. and M. Fodor (2010). “Can you measure the ROI of your social media marketing?” MIT Sloan Management Review52(1): 41.
Iacobucci, D. (2013). Mm4, Cengage Learning.
McAlexander, J. H., et al. (2002). “Building brand community.” Journal of marketing 66(1): 38-54.