BSH Home Appliances Bulgaria Ltd. is part of the BOSCH Group, a leading global provider of technology and services. BOSCH offers consumers a variety of household appliances of the highest quality. The brand’s products are designed to inspire the audience and facilitate daily activities in home and family care. They constantly offer innovative and effective solutions, just like the selected culinary bloggers.
At the beginning of the autumn, we set out to create a strategy for the online campaign “Mix up freshness and health”, which would announce the blenders and blenders from the BOSCH product portfolio. To this end, we carefully studied the target group and its interests. Thus, we found that potential customers strive for a healthy lifestyle and a balanced diet. This gave us the impetus to use a non-traditional approach to presenting the brand’s appliances. Namely – we decided to include some of the most creative and inspiring culinary bloggers in our country in the preparation of useful and delicious recipes with BOSCH appliances.
What did we do:
From the very beginning, we chose the main communication channel of the campaign to be the Facebook page Bosch Home Bulgaria, which has more than 40,000 followers. As an agency that manages Bosch’s profile on this social network, we are well aware of the specifics of the audience and the messages to reach a wide range of users. That’s why we set key goals for the campaign, which include increasing the visibility of BOSCH blenders and blenders. As well as increasing the number of visits to the site and reaching a wide range of users. After carefully selecting some of the most creative culinary bloggers in Bulgaria, we invited them to join the challenge. Through the Bosch Facebook page, we distributed the communication channels of the bloggers. In this way, we were able to reach even more users outside of Bosch’s followers.
For the culinary competition we have prepared visions, interesting publications and detailed information about the campaign to provoke the interest of the audience on the topic. At the same time we contacted two of the largest brands for organic and natural foods in our country – Organic Class and Dragon Superfoods. They helped to realize the challenge by providing a package of healthy food products to the main actors in the competition – culinary influencers. Those who announced their participation in the initiative were given the opportunity to test a BOSCH blender or blender of their choice. Each influencer had a period of 2 weeks in which to prepare at least 2 useful recipes with his chosen device and food products and share them in their communication channels. Each of the published recipes Smarketink also distributed on the Facebook page BOSCH Home Bulgaria.
“which gathered over 2.5 thousand likes of the prepared dish“
At the end of the campaign, we created an album with all the photos of prepared food and drinks sent by bloggers. Then we voted for the best dish among BOSCH users and fans. The vote was extremely contested, but after a week of voting we announced the winner, who collected over 2.5 thousand likes of the dish. At the end of the challenge, the influencer received the latest series of blenders with a Bosch vacuum system.
As a result of the initiative, we were able to reach a wider range of users and engage many of them with the presented Bosch blenders and blenders. Compared to the previous months, during the campaign period the visits to the site and the time spent on it necessarily increased. The good results we have achieved inspire us to be even more creative and to use techniques to arouse interest in the products from BOSCH’s portfolio in the digital space. This way, consumers will easily recognize the products and will be familiar with their features and benefits.
The basis of the successful implementation of the campaign was undoubtedly the interesting and non-traditional marketing technique that we set in the strategy. As well as excellent communication with the client and culinary influencers. And last but not least – the precise implementation of all stages of planning and implementation of the culinary challenge.
Creating a creative concept, preparing an album with all the recipes on the BOSCH Facebook page, creating attractive visions and design for the campaign, managing Facebook advertising, coordinating the entire project.