For today’s “campaign of the week”, we’re taking a closer look at a campaign that cleverly drives people to share yummy recipes. Yes, we know it’s a century’s old tradition, but it works! This was done by Sasa to promote their product, LaRasa.
Sasa’s LaRasa is an instant cooking spice for some popular and recommended Indonesian delicacies such as Ayam Goreng Kalasan, Sayur Sop, and Nasi Goreng. They held a recipe sharing contest using the hashtag #DariLaRasaTurunKeHati last March but here it is July and people are still posting! Yep, after months, it’s still viral on Twitter. Even various hashtags were also created relating to the product like #LaRasaPraktisSiapMasak which popped up on the trending topic list last Sunday (courtesy: Trendinalia Indonesia).
People are still active in sharing their recipes on social media and recommending others to use LaRasa which is very helpful in making favourite dishes and not to mention helpful for the brand in terms of awareness and promotion. It’s like they’re doing it because they love the product and the bragging rights in posting their favourite recipes.
We have been tracking these two hashtags. The hashtag #DariLaRasaTurunKeHati generated 9,070 total buzz and #LaRasaPraktisSiapMasak with 6,198 total buzz. We also found their community base on Facebook which has up to 7,532 members at this moment.
So, what can we learn from this campaign? Well, what we grasped is that the community is initiatively promoting the brand’s message continuously and on a daily base; it shows how loyal consumers are to the product. Now, we can bet that brands aspire to reach this level of loyalty and involvement with their consumers. Sasa has achieved on delivering a campaign that not only relates to their brand message and product but also their target market so it seems. The more the consumer or community relates to the product and message the more they’ll grow fond of the brand, this can potentially result in active participation and sharing.
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