#HardWokLife: Maggi uses Facebook Video to boost ad recall

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Facebook video ads delivered a strong increase in ad recall and brand awareness in South Africa for this popular food brand.

Case study summary

• Maggi ran 4-week launch campaign to promote new ‘Senses’ range of seasonings

• Nestlé (Maggi’s parent company) harnessed Facebook’s storytelling power in a unique series of video ads

• Creative consisted of 3 videos that placed Maggi Senses at the heart of one young couple’s lives

• 10-point increase in ad recall (11 points amongst 25- to 35-year-olds)

The challenge

For over 130 years, Maggi has been helping families create delicious and convenient meals, which means nutritious and tasty food can be available to everyone.

This respected brand wanted to raise awareness of its brand new Maggi Senses Wok Style Noodles amongst 25- to 35-year-old South African consumers.

The solution

In this 4-week launch campaign, Nestlé (Maggi’s parent company) harnessed Facebook’s storytelling power in a unique series of video ads.

Targeted to men and women aged 18–35, the creative consisted of 3 videos (a trailer and 2 full-length spots) that cleverly placed Maggi Senses at the heart of one young couple’s lives.

The results

A Nielsen Brand Effect study showed that 3.5 million people were successfully reached by the clever storytelling of this strong brand campaign. Running between April–May 2016, the campaign also achieved:

• 10-point increase in ad recall (11 points amongst 25- to 35-year-olds)
• 6-point increase in brand awareness (8 points amongst 25- to 35-year-olds)
• 3.5 million people reached

Sue Rae, Consumer Communications and Marketing Excellence Director, Nestlé South Africa, said: “Facebook video was a key way for us to reach our target audience in this particular campaign, specifically among the 25- to 35-year-olds. Mobile video is a very important communication channel across our brands as this is where our consumers are, and so we are very happy with these results in helping us reach our brand objectives using mobile.”

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