Maggi Sauces have been an integral part of Indian consumers’ households for decades now. Launched in the mid-1980s, Maggi Sauces has been associated with category re-defining innovations from the very beginning, starting with the launch of the unique Maggi Hot & Sweet. Over the years, Maggi has continuously re-invented itself in terms of new products, packaging, promotion & distribution to emerge and sustain itself as one of the largest sauces brands in India.
To cater to the diverse Indian palate, Maggi has a host of variants, including Maggi Hot and Sweet.
The lip-smacking tastes and vibrant packaging ensures Maggi Sauces stay true to its slogan – It's different!
Maggi is worldwide known for innovation and quality. The brand understands that consumers are usually under great pressure regarding time, budget, taste, cooking skills, etc, and therefore tries to establish a bond by giving ideas and advice that make providing food easier. This results in the food provider being appreciated by family and friends
The brand’s prime objective was to drive brand conversations and consideration of Maggi Hot and sweet ketchup. The brand also wanted to position itself as the favorite ketchup among families and kids.
With Facebook Communities being the largest conversation forum in India (& the world), Maggi explored partnering with Convosight to drive meaningful conversations around its brand.
By analyzing conversations in parenting, foods & recipes category, we were able to determine that "taste" "snacks", and "ingredient" were key factors driving consideration amongst consumers.
With consumers looking for ‘different chai time snack options’ we created moments when snacks and chai time experiences are incomplete without Maggi Hot & Sweet Tomato Ketchup.
To achieve this, we selected the most relevant 40 communities around food and recipes with over 3.4 million members.
Based on the brand’s objective and the analysis of the conversation, we planned a campaign focusing on driving conversations around how a dash of Maggi Hot & Sweet, turns every dish into a tasty treat. The conversations were initiated with community admins sharing their experiences about how a dash of ketchup alleviated a simple chai time/evening snack into an experience for the family, friends, and kids. They invited members to share their favorite recipes and experiences that are incomplete without Maggi Hot and Sweet ketchup. The members shared images of their favorite recipes with Maggie Hot and Sweet ketchup.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
With members sharing their stories and experiences, we strengthened the association of snacks and deliciousness with the brand. The intervention with recipes with Maggi Hot and Sweet led to increased moments of consumption.
We helped the brand achieve its objective with really high engagement. The brand received 51,818 reactions and comments, which was a 2.2X increase from the target set before the campaign.
The brand received 61K category conversations while the sub-category conversations increased at a rate of 4.4X from the target set. There were 16,688 sub-category conversations.
The campaign #HotandSweetChaitime received 13K+ UGCs. In the conversations that happened, 73% of the purchase intent conversations had usage mentioned.
The brand achieved a strong association with ‘snacks’ and being ‘delicious’
With 3472 brand mentions and 99%+ positive sentiment around how Maggi Hot and Sweet enhances every dish and is the all-time favorite ketchup among kids and family members, we helped Maggi achieve its objective to position itself as the favorite and delicious ketchup.
The campaign overachieved all targets indicating that it had been a successful pilot intervention for Maggi Hot and Sweet.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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