Flavours of the Week,

Project Overview

This campaign revolves around the idea of "Flavors of the Week," where each week a specific cuisine will be highlighted. The goal is to engage users in exploring various cuisines through interesting facts, trivia, and special offers. The campaign embodies Zomato's marketing tone and includes key metrics, ad copies, and a creative approach that encourages users to share their experiences and generate buzz around the brand.

It was very important to Answer these Questions

How does incorporating interactive elements enhance user engagement in the "Flavors of the Week" campaign?
What strategies can Zomato use to ensure the campaign's tone aligns with its brand identity?
How can Zomato measure the success of the campaign beyond engagement metrics, considering its target of attracting youth and millennials?

01. Research and Planning

To answer the above Questions Research plays a crucial role

Understanding Zomato's brand identity, tone, and target audience.
Analyzing user preferences and trending cuisines to identify the initial set of featured cuisines.
Defining campaign objectives: increase user engagement, boost brand awareness, drive app downloads, and encourage user-generated content.

KEY TAKEAWAYS

THESE are the key takeaways of the research

Campaign planning

Goal

Campaign Goal

Engagement, Awareness, Downloads

Target Audience

Youth, Millennials

Content Strategy

Fun Facts, Trivia, Offers

Interactive Elements

Polls, Quizzes, Challenges

User Participation

User Stories, Recipes

Key Metrics

Engagement, Downloads, Followers

Sharing Strategy

Hashtags, User Content

02. Campaign Structure

1. Choose the Cuisine: Every week, we'll select cuisine from around the world, ranging from the exotic to the familiar.

2. Exploring the Cuisine: Throughout the week, we'll curate content about the selected cuisine, including its history, key ingredients, cooking techniques, and famous dishes.

3. Trivia Tuesdays: Engaging our audience with fun trivia about the cuisine every Tuesday. Let's keep the excitement high with a bit of friendly competition!

4. Recipe Wednesdays: Sharing a popular recipe from the chosen cuisine on Wednesdays. Encourage followers to try cooking it at home or order it through Zomato

5. Throwback Thursdays: Taking a step back in time and exploring the cultural heritage of the cuisine. Sharing anecdotes, stories, and nostalgic photos related to the cuisine's origins.

6. Foodie Friday Recommendations: Highlighting some of the best restaurants in India where users can indulge in the cuisine of the week. Exclusive Zomato discounts and offers will make it even more appealing!

7. Snapshot Saturdays: Sharing captivating images of dishes, local markets, and iconic landmarks from the cuisine's region.

8. Sumptuous Sundays: Wrapping up the week with a mouthwatering showcase of the most popular dishes from the cuisine. Encouraging users to share their own experiences and favourites.

03. Creatives

04. Key Metrics

Measuring engagement metrics: likes, shares, comments, and user-generated content.
Tracking app downloads driven by the campaign.
Monitoring website traffic and engagement with the campaign's landing page.
Measuring the increase in social media followers and brand mentions.

05. Conclusion

By implementing the "Flavor of the Week" campaign, Zomato India can effectively capture the attention of its target audience, stimulate excitement, and boost user engagement while offering a unique culinary experience through the exploration of various cuisines.