Maggi

Bergabung dengan Pinterest

Maggi, a Nestlé brand, has inspired people to cook fresh meals and enjoy time with family since 1846. The team joined Pinterest to help people discover their recipes and send traffic back to www.maggi.de.

They soon learned quick and easy recipes with appealing photography work well. Seasonal Pins, tied to a specific theme or occasion, also gain a lot of traction—for example, duck and goose recipes for the winter. They also followed best practices for Pins, adding detailed Pin descriptions to make them more helpful and relevant to people.

10 x
peningkatan penyimpanan dan jumlah klik Pin bulanan
400 %
peningkatan pembuatan Pin dari domain Maggi
Lisa Stiewe
eCommunication Manager, Maggi
“Sasaran kami adalah memberikan pengalaman terbaik kepada pelanggan ketika berinteraksi dengan merek kami di dunia digital. Pinterest berperan penting dalam strategi ini, sehingga orang mudah menemukan, menyimpan dan mencoba resep Maggi hanya dengan beberapa klik.”
Belajar dari analitik

Pinterest Analytics helped Maggi to iterate on their Pin strategy, constantly monitoring which recipes are interesting to people. They also evaluate the style of photography that resonates best. 

Dengan analisik, mereka juga dapat melihat apa minat lain yang digemari audiens mereka, seperti dekorasi rumah, hal yang dapat dilakukan sendiri dan tips memasak, yang membantu mereka lebih memahami kelompok sasaran mereka. Sejak Analitik Pinterest juga meliputi data situs web, mereka dapat melihat konten apa dalam situs web mereka yang paling layak disimpan bagi orang-orang di Pinterest.

"Kami memperhatikan apa yang menarik audiens Pinterest kami," kata Lisa Stiewe, eCommunication Manager Maggi. "Melihat bahwa topik tertentu sangat baik di Pinterest kadang-kadang berarti bahwa kami harus menginvestasikan sumber daya tambahan dalam topik ini dan juga memainkannya pada saluran lain."

Mengikuti praktik terbaik

Maggi implemented Recipe Pins, which automatically added ingredients, cooking time and servings to all of their Pins. This additional information makes Pins more helpful to people on Pinterest, which increases engagement rates.

They also added the Save button to their mobile and desktop websites. In just 4 months, Maggi saw a 400% increase in Pin creation from their domain.

Also important: Maggi promoted their Pinterest boards across their digital marketing, including social channels such as Facebook and Youtube, email and on their website. In their messaging, Maggi encourages consumers to visit their profile to find more inspiration and recipes.

For example, Maggi created a landing page for asparagus on their website. Visitors can learn tips for how to cook with the vegetable, and there’s also a link to their asparagus recipe board on Pinterest. 

Lihat hasilnya

Hasil dari upaya ini adalah visibilitas merek Maggi di Pinterest tumbuh pesat. Maggi memperoleh tayangan sebesar enam digit di Pinterest dan pertumbuhannya naik pesat tiap bulannya. Setelah enam bulan mengerjakan strategi konten, Maggi mendapatkan 10X peningkatan jumlah penyimpanan dan klik Pin bulanan.

"Keberhasilan upaya kami di Pinterest benar-benar luar biasa," kata Stiewe. "Sasaran kami adalah memberikan pengalaman terbaik kepada pelanggan ketika berinteraksi dengan merek kami di dunia digital. Pinterest berperan penting dalam strategi ini, sehingga orang mudah menemukan, menyimpan dan mencoba resep Maggi hanya dengan beberapa klik." 

Detil

Sasaran
Kesadaran atas merek
Lalu lintas

Industri
Media

Produk yang digunakan
Pin Promosi