Bring the heat for TABASCO®
Cost per click of € 0,06 on Pinterest
Cooking competition: Hottest Chef
TABASCO® wants to be in every kitchen in the Netherlands. Part of this strategy is their cooking competition ‘Hottest Chef’. The run-up to the competition was already on its way when the entire world was hit by the COVID-19 crisis. Subsequently, TABASCO® was forced to adapt and move the entire competition online. We were brought in with the task of promoting the competition on social media as fast as possible with the aim of reaching as many people and generating as many sign ups as possible.
The question
Move the cooking competition ‘Hottest Chef’ from offline to online and promote it in a short time to achieve the widest possible reach and maximize sign-ups.
The solution
A strategy where TABASCO® was visible every day on Facebook and Instagram, while also promoting the contest on Pinterest.
The result
Wide reach on Facebook and Instagram, very low CPC on Pinterest. A total of 33 entries in two weeks and a very satisfied client.
Facebook & Instagram
For Facebook and Instagram, we used paid campaigns, organic posts, and promoted posts. Given the short timeframe, we posted every day to maximize reach. We set up a reach, conversion, and remarketing campaign. The campaign and posts targeted the audience provided by the client for the contest (men aged 25-35), but each had a different approach. For some, we showcased the prize (a trip to Avery Island), other posts tapped into the crisis by addressing chefs temporarily at home, and yet others targeted single men with a ‘sexy’ twist.
Implementation
For Facebook and Instagram, we used paid campaigns, organic posts, and promoted posts. Given the short timeframe, we posted every day to maximize reach. We set up a reach, conversion, and remarketing campaign. The campaign and posts targeted the contest audience (men aged 25-35), but each had a different angle. For some, we showcased the prize (a trip to Avery Island), other posts tapped into the crisis by addressing chefs temporarily at home, and yet others targeted single men.
Paulien Tak
Social media marketer & content creator
“We also saw opportunities on Pinterest, as ‘cooking’ is a hot topic on this platform.”
Hottest chef on Pinterest
TABASCO® had never advertised on Pinterest before, but the US branch had already created an account with boards. Due to the limited time, we decided to create a special board on this account for the ‘Hottest Chef NL,’ where we posted organic pins and ads. All pins were related to the contest; we posted videos of recipes as inspiration for the participants.
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