The assets from Knorr’s flavor profiler were repurposed into sponsored posts that Playbuzz, a self-serve interactive content platform – think surveys, quizzes, polls and listicles – distributed across its network of 40,000 publishers, including Cosmopolitan, Food Network UK, The Daily Record and Hollywood.com. The publishers also shared the posts through their own social channels. A mobile-friendly flip card unit contained a summary of each flavor profile with cute names like “Salty Adventurer,” “Meaty Warrior” and “Deep Sea Dreamer.”
The brand is guaranteed a certain number of impressions and only pays on a per-engagement basis. But Knorr wasn’t “just chasing reach,” Burbridge said.
Although “it’s true that a lot of what we do from a media perspective is focusing on broad reach and getting our message to a large audience, what this kind of content allows us to do, particularly when we’re looking for more equity or to drive reappraisal of the brand, is give more depth of engagement,” she said.
A post-campaign MetrixLab market research study noted a positive uptick in brand awareness and likelihood to recommend Knorr products.
But there’s not necessarily a secret sauce here and getting people to engage is far from “voodoo magic,” said Playbuzz co-founder Shaul Olmert. It’s just a matter of creating something fun and putting the content where the target audience is likely to see it.
“We’re in an industry people are paying money or installing ad blockers to avoid,” Olmert said. “So why should someone stop what they’re doing for five minutes and engage with you? When someone sees something sponsored by a brand, they’re only going to engage with it if the content is done well.”