0
people reached within the first five weeks of launching the channel on Facebook and Instagram
0
video views to date
0
engagements
Challenge
McCain’s set us a challenge to use the #justcookathomesa platform to inspire our audience to trial their frozen produce.
Solution
Knowing that our audience trusts Justine to inspire and share valuable cooking advise, we created a video series in which challenged the audience to try her demonstrated recipe and then submit their own using the featured McCain’s product as an ingredient.
The timing worked really well for this campaign, given that our audience were all still on lockdown, and we knew there had been a significant shift in shoppers behaviour, turning to more frozen food purchasing.
Results
A video series showing Justine cooking an inspirational, solution-driven recipe using a McCain’s frozen product. Underpinned with a CTA for UGC and competition entry, and weekly giveaways – we saw a fantastic response in terms of competition entries, engagements, video views and audience growth.
Specifically for the McCain’s sponsored campaign, the combined results across our own and McCain’s platforms were:
- 4,5 million people reached within the first five weeks of launching the channel on Facebook and Instagram.
- 445,000 video views to date
- 431,759 engagements
- 75% of Facebook group members are actively engaged with the content.
For #justcookathomesa, this campaign resulted in great growth for us on our own platforms:
- 2,205,386 reach
- 76,618 engagements
About the content platform
We launched #Justcookathomesa, our own ‘everyday food for real people’ food channel with Justine Drake, during the start of lockdown in April 2020. Since launching (videos can be found on Facebook, Instagram and YouTube), we’ve continued to create and evolve the offering. From Monday to Friday, Justine shares ways to prepare simple, healthy and affordable dishes using pantry staples and clever cooking hacks.
What was created out of a desire for an owned channel and genuine need to be of use in an area where we have credible and authoritative expertise, has not only proven to be incredibly popular but also created a new revenue stream for John Brown Media South Africa.
We’ll continue to keep the videos and interviews ‘low-fi’. This not only keeps costs down, but makes the videos and content more relevant and accessible to all homecooks.
‘We’re not changing the world, but I do hope that we can inspire and entertain people to cook healthy, affordable food with their pantry and freezer stocks. There’ll also be loads of recipes using fresh vegetables – the farmers are still growing produce and the supermarkets are well stocked – let’s make the most of it. When life gives you lockdown, I say #justcookathomesa!’Justine Drake
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