The challenge was to grow Hellmann's consumption in Brazil showing that the product is versatile enough to be used in every dish, beyond sandwiches. As the brand insight is to bring out the best of every meal, Cubocc wanted to prove to people that Hellmann's can be used as a cooking ingredient.
Even with thousands of ways to learn new recipes, most people don't know what to cook with the ingredients they already have. So, the agency came up with a solution that was already in everyone’s hands. A one-to-one, real time service via WhatsApp, the most used mobile app in Brazil (present on 79% of smartphones), that connected real people to real chefs, who were prepared to teach how to cook using exactly what people had at home.
WhatsCook is the first live recipe service via WhatsApp. People signed up their mobile numbers on the Hellmann’s website, and real chefs got in touch with them to teach delicious recipes with Hellmann's and what else people had in their fridge, using pictures, videos and other WhatsApp native options.
With a less than $900 media investment, in 10 days the campaign had:
- Over 8,000 users registered
- Four million+ people impacted
- $150K+ in earned media
- 65 minutes per user interacting with the brand
- 1 in every 2 website visitors signed up for the service
- More than 500 dishes cooked and shared.