Client: Nestlé / Gerber Centroamérica
Agency: Tribu DDB
Creative Director: Paula Guevara
Copywriter: Diana López
Design: La Célula Estudio
Landing Page: Darwin Zone.
2012
THE IDEA
On Gerber's social media page we've always received a lot of comments from the moms recommending new flavors for our products, that's why we decided to listen to them and also reward them with a great price: an all paid trip to Disney for the whole family.
THE CAMPAIGN
For this site we took into consideration some important things:
1. First, we wanted to make sure that the participating parents were true Gerber fans so to enter each recipe, they had to register a bar code from a purchased product of our brand.
2. As we had a Facebook page that was for all Central America parents and the first campaign was only for Costa Rica, we use segmented campaigns by country on our FB Page and also display merchandise at supermarket gondolas.
2. For the interface and design of the landing page, we wanted a "comfort food" look and feel. Also, the landing page had to include really attractive interaction, in this case when choosing an ingredient by name from the countertop, you would see the actual ingredients falling into the cooking pot and when all the ingredients were added, you could stir and cook the recipe.
3. Baby nutrition is our first and most important value, so we wanted that all the recipes that were going to go to the final round, were evaluated by our nutritionist, pediatrician and also a chef.
4. The above team selected 10 great recipes and now the vote was in the fans hands. The winner not only will receive the travel price but also their recipe was going to be produced as a limited product sold in all markets for the next 6 months.
THE RESULTS
• 1,792 participating recipes during the month of the campaign.
• 10,051 visits to the landing page.
• 44,16% of the visitors came from our Facebook page and the rest from the supermarkets and mouth to mouth.
• 20,440 votes for the 10 finalist recipes.
• The winner was the “Ollita de Carne”, a rearrange of a Costarican typical soup with 8.403 votes.
• 10,051 visits to the landing page.
• 44,16% of the visitors came from our Facebook page and the rest from the supermarkets and mouth to mouth.
• 20,440 votes for the 10 finalist recipes.
• The winner was the “Ollita de Carne”, a rearrange of a Costarican typical soup with 8.403 votes.
Muchas mamás nos hacían sugerencias de sabores para los colados de sus pequeños, por eso quisimos darles voz y voto en nuestra cocina.
Creamos una aplicación web en la que podían agregar sus ingredientes favoritos y así crear su propia receta, tras ser evaluadas por nutricionistas y producción, se eligieron 10 finalistas que pasaron a la ronda final de voto público en línea. El o la ganadora obtenía un viaje para su familia y la creación y venta de su colado.
Resultados:
• Contamos con un total de 1792 recetas durante el concurso.
• Tuvimos un total de 10.051 visitas al sitio.
• Un 44,16% de nuestros visitantes venían de nuestro Facebook Gerber Centroamérica.
• Tuvimos un total de 20.440 votos en total por las 10 recetas finalistas.
• La receta ganadora fue “Olla de Carne” con 8.403 votos.
• Tuvimos un total de 10.051 visitas al sitio.
• Un 44,16% de nuestros visitantes venían de nuestro Facebook Gerber Centroamérica.
• Tuvimos un total de 20.440 votos en total por las 10 recetas finalistas.
• La receta ganadora fue “Olla de Carne” con 8.403 votos.
