Great Indian Kitchen Festival

June 1 June 30

Background
Over the past 3 years, Big Bazaar - India's largest retailer of kitchenware, has been hosting The Great Indian Kitchen Festival (GIKF)

Apart from offering the widest range of kitchenware at unbelievable value prices, 2013 GIKF saw a series of on-ground activations Partnerships with food channels and endorsement by celebrity chefs Demos by chefs On-ground consumer promos which included tips on nutrition, ingredients, recipes and healthy eating

Objective
Create an aspirational value around the GIKF property and thus get the audience to evangelize the brand Encourage the audience to participate in the programme Generate footfalls at stores Generate a database of potential customers

Audience
Middle class/ Upper middle class lady of the house 28 years to 50 years. The kitchen is her domain Value conscious, modern in outlook she cooks and is willing to experiment - going beyond the just traditional Indian dishes. She likes to believe that she is a good cook and seeks her family's appreciation for it.

INSIGHT
There is a chef hidden away in every lady of the house

INTEGRATED DIGITAL PROGRAMME

Owned Earned Paid Media

Strategic communication platform

The Great Indian Kitchen Festival brings out the chef in you

EMOTIONAL CONNECT Within our target audience, it is aspirational to be seen/recognised as a chef

RATIONAL CONNECT Great value kitchenware enables you to ugrade your domain the kitchen

Storytelling
Using the MSLGROUP Social Hive Storytelling framework, we narrated the story about Food Recipes Cooking

The kitchenware was intrinsically tied in with the stories around 4 product offering areas Store better: Storage Selections Prepare better: Chef's Picks Cook better: Cooking Specials Serve better: Serving Delights

Branded video content

Interesting interplay between the chef and anchor in a fun/ light-hearted manner captured as they Discussed fusion recipes Demonstrated the kitchenware on sale by cooking the dishes in them Endorsing the kitchenware products Value offerings of these kitchen products were also highlighted

Engagement through UGC and a unique challenge

BRING OUT THE CHEF IN YOU CHALLENGE Participants were invited to upload their best entries in one of 4 culinary related categories Prepare better Cook better Store better Serve better

Engagement through UGC and a unique challenge

A combination of votes from friends/ followers and a jury appointed by Big Bazaar determined the winners Significant UGC was generated: Used across all the digital assets to enhance engagement Amplification of videos across social media ecosystem and UGC resulted in higher levels of engagement

Total Reach 7388 Viral Reach - 44 Likes 64 Shares - 1

Total Reach 6988 Viral Reach - 105 Likes 81 Shares - 1

Showcased kitchenware information

More than 30 products were showcased across multiple brands. Specifications and usage instructions were shared. Value offers on each of these products were highlighted .

Generated walk-ins
Through a concerted online m-coupons effort, walk-ins were generated to Big Bazaar stores across India

DIGITAL PLATFORMS

1. Microsite: Hub

www.greatindiankitchenfestival.com
All the recipe videos were hosted on the microsite Participants posted all their entries to the challenge on this hub, entries were divided into 4 culinary categories Prepare better Cook better Store better Serve better Showcased all products, its usage and offers

2. Hashtags on twitter

#Challenge140
Users were asked to submit their recipes in 140 characters on twitter & were encouraged to submit recipes on microsite.

#TheRecipeRoom
Users were pushed to Youtube where the 5 videos showcased "The Recipe Room concept. Users were asked simple questions on the content of video and were encouraged to participate in contest in the microsite.

#IfIWereRecipe
Users were asked to describe one recipe which could relate to their personality. This encouraged the users to participate in the challenge.

3. Facebook

Engaging content plan around food and recipes

Content Pillars Food: Recipes and tips Recipe Room video series Users were informed about the challenge, were encouraged to participate User generated content i.e. recipes and tips received were pushed. Participation was increased by acknowledging the participants' entries. FB application was developed to drive the users to Microsite to upload their recipes.

4. Paid media

Advertising on Facebook and Vdopia

Audience was targetted through media buys on facebook and video network. Facebook media buys were focused on bringing traffic to the digital hub (microsite) Video ad network was used to create awareness about the festival by highlighting the 5 videos, the microsite and the challenge

Facebook Ads

Traffic
Video Ads

QR codes
QR codes were placed on print ad campaign and in-store product-wise collateral Traffic was driven to the digital hub (Microsite) giving product information

http://greatindiankitchenfestival.com/

RESULTS

Results
Great Indian Kitchen Festival (Microsite) @TheBigBazaar handle saw an increase in followers by 68% with the content reaching out to more than 88,000 people and receiving more than 2000 retweets

2 Hashtags trended all over India

Facebook saw an increase in fans by 11% and an increase engagement rate to 10.5%

Thank You

C A S ES T UD I E S