Sonho de Valsa - Recipes by Two
Integrating the "Think less, love more" campaign, which encouraged people to fully enjoy the simple moments of life without rationalization, Sonho de Valsa launched the "Recipes by Two" action - which encouraged couples to cook together.
Through the website, consumers can find several dessert recipes made with Sonho de Valsa specially divided to be made by two, as a way to approach the couples. The user chooses the dessert he wants to cook and has access of half of the recipe with sharing buttons to invite the partner to view the other half of the recipe so they can cook it together. In addition, the platform allows couples to submit their own creations, which may be part of the dessert menu on the brand's site.
The action also included the book "Sweet recipes to make by two - Sonho de Valsa", which was released in the second forthnight of December and it was available for sale in the country's leading bookstores. With 24 recipes formatted to be prepared by two, the publication presented images of desserts and also couples cooking in Sonho de Valsa's style.
How exactly did the Business Intelligence / Data Strategy work contribute to the campaign?
We noticed that the interest for Sonho de Valsa increases at the end of the year, with a peak of searches above Easter, due to the search for recipes in Christmas time, specially for recipes of pavê (a Brazilian popular dessert similar to trifle). The interest for pavê increases during Christmas' time and registered the greater volume of searches until that date in December of the previous year. With that in mind, we identified the opportunity to work with recipes at the end of the year and gain relevance in this territory through long-term SEO, which was the stimulus for creative execution and unfolding both the online platform and the cookbook.
The web analytics analysis helped understanding people's interest in each recipe category, besides the most searched recipes that we could add to the website.