Royco
Royco, a seasoning brand owned by Unilever, has enriched the flavors of Indonesian kitchen for over 30 years. Offering powdered and liquid seasonings, Royco simplifies the recreation of complex dishes such as Gulai, Rendang and Rawon, to empower moms to craft authentic Indonesian tastes.
Short Description:
Supermom's community-driven campaign empowered Indonesian home cooks to share their culinary experiences, enabling Royco to genuinely connect with its target audience of urban moms through online platforms.
Solution:
Supermom activated 399 Key Opinion Moms (KOMs) to share their experiences of creating home cooked dishes with Royco products, generating social chatter with their followers on social channels.
Objective:
Despite being a top industry player, Royco encountered challenges in fostering connections with the local audience. The goal was to better engage Indonesian moms by showcasing relevant products and culinary experiences from their homes.
Activity/Channels:
The UGC campaign ran across multiple social media platforms. KOMs shared their culinary adventures by recreating signature recipes from renowned chefs - primarily using Royco's seasoning blends.
Results:
Achieved an impressive reach of 601,614
Garnered 1,583,458 engagements
Recruited 399 Key Opinion Moms (KOMs) to share product experiences
Maintained an average engagement rate of 19%