The cooking tutorial company used organic Video Pins to boost impressions and reach a younger audience, increasing their total impressions by up to 4x.
Engaging with the modern home chef
MasakTV is a digital-first video company that produces cooking tutorials, based in Jakarta, Indonesia. The company wanted to provide young Indonesian people with cooking skills some inspiration, giving them clear video instructions so that they could recreate a range of tasty dishes for themselves, from nostalgic homemade meals to unique and creative recipes.
With Ramadan coming up, the goal was to provide inspirational cooking ideas for Suhoor, Iftar, and Eid Al-Fitr. Given that many Pinners use Pinterest for recipe inspiration and food/drink ideas, the platform was a perfect fit for the campaign.
“Pinterest helps us reach a very specific, new audience for us—younger people ages 18-24 who are interested in Indonesian recipes. We were thrilled to see the lift in impressions and video views that really proved our hypothesis that there is a lot of demand for Indonesian recipes that are easy to follow. The team is looking forward to creating even more Pins optimized for Video to cater to different seasonal moments in Indonesia.”
Cooking up a storm
Because Ramadan is such a special time of year in the Islamic faith, sharing meals with family, friends, and co-workers is common practice. A couple of weeks before Ramadan starts, many people begin looking for inspiration for their Suhoor, Iftar, and Eid Al-Fitr meals. They do this by searching for specific keywords such as “Menu Sahur Simpel/Singkat/Cepat,” “Menu Takjil Buka Puasa,” “Kue Lebaran,” as well as other Ramadan-related or ingredient-specific themes.
To capitalise on this demand, MasakTV created easy and healthy Ramadan recipes. They published these recipes throughout the Ramadan period in order to capture their target audience when they are actively searching for recipe inspiration. In addition, they created Ramadan-themed boards to help Pinners find recipes within specific categories, such as “Sahur Praktis”, “Menu Buka Puasa”, and “Takjil Buka Puasa”.
Raising impressions during Ramadan
MasakTV’s Pinterest campaign was a success. The use of organic Video Pins helped to broaden the appeal of the MasakTV brand. This also enabled them to appeal to a younger audience, with 39% of the brand’s audience coming from the 18-24 year old age group. In addition, total impressions escalated by 4x, indicating that MasakTV’s audience had truly embraced these short cooking tutorial videos created for the campaign. Overall, providing relevant, timely and high quality food videos on Pinterest proved to be successful for MasakTV.