Food · four campaigns · Influencer, UGC ad creative, paid amplification (CTV/BVOD)
Recipe-led creators and celebrity chefs building content for watch-through, lifting video completion 300% above brand creative on connected TV and broadcast.
The challenge
Kikkoman soy sauce was boxed in as an ingredient for Asian recipes only. The brand wanted to show up across everyday Australian cooking, and to prove creator content could outperform high-budget brand ads on connected TV and broadcast video on demand.
The strategy
We paired culinary authority with everyday creativity, then built every asset to be boostable across social and broadcast.
The results
Person-led cooking segments were watched to the end far more often than commercials, lifting video completion rate 300% above brand creative on CTV and BVOD.
The work
A sample of the creator content that drove the program.
The takeaway
Make cooking content, not ads, because person-led segments get watched to the end far more often.
More work
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