PowerPoint Presentation · 2018-02-08 · 15,000 UGC Recipes, 10,000+ Reviews, and . AUDIENCE BRAND...

141 new recipes

uploaded

last month

237 new recipe

images

added last

month

37.8% 604

brand

names

mentioned

169K+ new

Facebook

fans last

month

315 new

reviews

posted last

month

Best Recipes is a self-publishing food platform that encourages our community

of publishers to create and share their own recipes, and have them road tested

by thousands.

This content model gives advertisers the opportunity to build an army of brand

advocates within the Best Recipes community.

931,000 monthly UAs

3,415,000 page views

1,963,000 sessions

Source: Nielsen Digital Ratings Monthly Unique Audience APRIL 2016

830,000+ social followers

308,000+ active website members

Taste testers

Leading food experts who

inspire & educate.

TALENT

Platform influences

customers through reach,

frequency and integration

RESULT

Trusted, triple tested

recipes from experts.

CONTENT Passionate home cooks

who create, share, and

lead conversations.

TALENT

Platform to integrate and

influence consumer

behaviour through reach

and branded UGC.

RESULT

Community recipes loved

by every day home cooks.

CONTENT

AUDIENCE TRUST

ENGAGEMENT CONTENT IMAGE EVOLUTION

BRAND STORY BEHAVIOUR

CASE STUDY

HOME COOKS

@Kaye - 104 recipes. 117 reviews

CONTRIBUTORS

@choppy.bw - 4 reviews, participated in Paul's

& Campbell's Best in Basket, saves recipes

from social media

PUBLISHERS

@shlaskar - 4 recipes, 790 reviews, active

commenter on social

HOME COOKS

CONTRIBUTORS

PUBLISHERS

AUDIENCE TRUST



CASE STUDY

+ + =

Our users trust our recipes because they know someone like them made them. They

find professional recipes daunting and prefer to be inspired by their peers.

User-generated content is seen as authentic; because it is tried and tested by peers.

We're the largest and fastest growing food community in

Australia.

"If BakerJess_29 can do it, so can I!"

APPROACHABLE UGC CONNECTION TRUST

‘‘

’’

‘‘

’’

‘‘

’’

I’m always looking at

creating new ways to

enjoy food while putting a

spin on it, for not only my

family, but for my readers

too! And when they

recreate my recipes and

share them with me, it’s

the best feeling in the

world!

Karina

BR user

Food is my passion. I am

inspired by cooking shows,

websites and magazines.

This has inspired me to

photograph my creations

and share them. Now my

dream job is to work as a

food stylist!

Sarahlyn

BR user

I just have to thank you so

much for your brilliant, no-

fuss recipes! Every one

I've made has turned out

so well. People think I'm a

star cook now, and I love

the adoration I get!

Eileen

BR user

AUDIENCE TRUST



CASE STUDY

MIDWEEK

• Peak uploading times,

especially on Thursday

for UGC.

• Uploads during ‘me-

time’ 9am-11am / 3pm-

6pm

WEEKENDS

• Most traffic is on Sunday.

Users are planning their meals

for the week ahead, from

batch cooking to freezer-

friendly favourites.

• Saturdays are all about

entertaining and baking.

BRANDING Branded ingredients are

popular along with pre-

made ingredients.

PASSIONATE 15,000 UGC Recipes,

10,000+ Reviews, and

growing.

AUDIENCE TRUST



CASE STUDY

QUICK + EASY

Mars Bar Slice

BUDGET

Slow cooker

massaman curry

RETRO

Apricot chicken

TRUSTED FAV’S

Kaer’s bacon and beef

pasta bake which has

130 5 star reviews.

SWEET TREATS

Rum balls

COMMUNITY

370k reach

2.1k shares

21.5k clicks

INSPIRING

1M organic reach

FUN STEP-BY-STEP

570K reach

180k views

4.9k shares

43k clicks

Get vid/

AUDIENCE TRUST



CASE STUDY

821K

931k

Unique Audience

307K

4M

Unique Audience

13.2M

Shopped at

Woolworths in

the past 4 weeks

Size of Market Size of Market Size of Market

88% Engaged

Community

8% Engaged

Community

894K

6% Engaged

Community

AUDIENCE TRUST



CASE STUDY

ORIGIN STORY

THE BR COMMUNITY STARTED WITH A SINGLE AUSSIE FAMILY WANTING TO SHARE

THEIR FAVOURITE RECIPES ONLINE.

"That's how the site started. At the time there

were only US sites and ingredients were in

measurements we didn't understand,”

"I'd like to think it was my idea but my wife

(Melissa) gave me the idea. There was a gap in

the market so we came up with the concept

together. In the early days of the site it was us

and our families that submitted recipes. It was

humble beginnings."

AUDIENCE TRUST



CASE STUDY

We

Delivered

Create new usage occasions for custard that will

increase purchase intent of Paul’s Custard outside of

Christmas.

• SFI front cover

sponsorship

• Home Cook

Hero competition

Total Spend: $135k

• High CTR (eg 6.51% on BiB page)

• 5 star BiB rating + 100% recommend and buy again

• 92 recipes published; 61 used custard; 22 included

Pauls pack shot

• Best in Basket sampling

• How-to video

• Display media

The

Brief

The

Results

Our

Strategy

Create: Recipes using custard as a modern dessert

Share: Promote sharing of UGC recipes

Endorse: Tell consumers its great

“Pauls sold the highest number of units during the winter period

EVER and are now at their highest ever market share for Pauls

Custard, an increase of +4% vs YA” – Paul’s MM

AUDIENCE TRUST



CASE STUDY

THEN

2012

NOW

2016

The evolution of user images over the past several years.

AUDIENCE TRUST



CASE STUDY

PowerPoint Presentation · 2018-02-08 · 15,000 UGC Recipes, 10,000+ Reviews, and . AUDIENCE BRAND...

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Transcript of PowerPoint Presentation · 2018-02-08 · 15,000 UGC Recipes, 10,000+ Reviews, and . AUDIENCE BRAND...