Atiyab Alnakahat

Lurpak

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The Story

During Ramadan, Lurpak wanted to inspire people to create good food their families deserve for Iftar in an effort to increase the use of Lurpak products during the Holy Month.

Solution

Driven by a key insight that the highest frequency time for searching Ramadan recipes was actually two weeks before the start of the Holy Month, we decided to work with content creators to make accessible recipe content and ‘take-over’ Lurpak’s voice before and during Ramadan on YouTube via the ‘NAME’ or ‘most delicious tastes’ in English, hashtag.

The videos were published on Lurpak’s YouTube channel and the content creators posted short edits and pictures on their platforms to drive their audiences to subscribe to Lurpak’s channel and engage with the content.

The Results

17m

digital impressions

4.7m

video views

2.7m

engagements

15.9%

engagement rate

50%+

video engagement rates

19%

increase in campaign awareness and ad recall