On World Emoji day, McCain foods connect with mothers
With work from home and indefinite hunger pangs, mothers are always looking for interesting food options for all in their family. Through the years, McCain has provided interesting ways to the consumers to keep their cravings and taste buds satisfied and happy. The growing popularity and use of emojis amongst all in the families as a language for communication, created a new opportunity for McCain Foods, with an existing McCain smiles portfolio, to recently launch Emotibites, an innovative range of product as an extension, that bring these emojis from our phones to our plates. This ‘snack a little, chat a little’ product range has received good response from all who now have another interesting way to engage with emojis
On World Emoji Day, where it was all about the power to express, McCain Foods connected with mothers to showcase their love for the product and saw mother communities across the country come alive. In friendly banters, mothers were seen sharing Emotibites with each other in their conversations on social media instead of the reaction buttons. This led to a cascading effect which transcended outside the communities, with moms sharing Emotibites on McCain’s official social media handles as well.
According to Swati Jain, Head of Sales and Marketing - Retail, McCain Foods “In today’s times when the consumers are bombarded with communication from various brands and their offerings, it is increasingly becoming challenging for advertisers to catch the attention and build trust with their consumers. With Emotibites we were looking to talk to mothers who always are looking for interesting snacks to satisfy the demand of kids who are home all the time. We adopted a content approach which was organic and topical and made our message relevant in the day to day lives of of the consumer”.
We rode on Emoji Day as part of our Moment Marketing practice and invited mothers to express themselves using Emotibites activating ‘Let’s Snackchat’ as a communication platform on Social. This got picked up in multiple mother communities and reached out to more than a million mothers organically and saw humongous engagements.
In an overwhelming response, these conversations between fellow moms achieved an engagement of 78,130 with 30,310 category conversations and 8,912 brand mentions.
According to Ranjeev Vij, National Digital Head, Adfactors PR “Smiles were a classic conversation starter for the pre-digital era, but in today's socially connected world expressing emotions with emoticons has become a norm. It’s the new universal language. And McCain’s Emotibites do exactly this, they let people enjoy the great taste and chat at the same time. When we were tasked to promote this new format on the World Emoji Day, and build an emotional connect with the brand’s most important cohort - moms, we activated social media communities. We believe in the power of earned influence and the World Emoji Day proved it to be true with these real life influencers expressing their love for the brand using Emotibites. The campaign ‘Let’s snack-chat’ saw an overwhelming response across the moms communities with thousands of them “snack-chatting” and expressing how this quick to cook & tasty snack is perfect for anytime hunger and brings a smile on their children’s face.”