KloveChef
Social Media & Content Marketing
KloveChef is an interactive recipe skill on smart devices that helps people cook delicious meals easily. KloveChef offers its consumers conversational meal planning, convenient grocery shopping, and voice-guided-cooking
THE PROJECT
Build an engaging social media brand to generate awareness in smart home and Alexa users about Klovechef’s interactive skill and cook along audio experience.
PREMISE:
Klovechef has a huge app user-base with 465K unique users and 100K monthly active users with 4 minutes average engagement.
They needed help to create content on their social media and boost their non-existing social media engagement in order to:
1. Create brand awareness for Klovechef is and how it works.
2. Create a highly engaging brand online and build a community of smart kitchen people.
Scope
What I worked on
RESEARCH
Talk to Alexa and smart home device users.
Create surveys and buyer personas, get insights and tweak brand messaging.
STRATEGY & CONTENT WORKFLOW
Charting a content roadmap and set up a monthly content calendar workflow, publish daily posts
BRAND MESSAGING & SOCIAL MEDIA CONTENT CREATION
Creating a tone and voice of copy for social media content
Creating video content, single image and carousel posts and film IGTV episodes.
Getting Started
STEP 1:
RESEARCH: Understanding our target segment
1. Identify the kind of audience we were targeting
FOMO- driven Early adopters? Smart home users? Other demographics who would more likely enjoy with your voice tech than any other content place?
2. Understand the overall market and our users better.
Before I began, I wanted to better understand the smart devices space and how people were using smart devices.
Less than 20% of Alexa users were using Alexa in the kitchen and were unaware of the possibilities of a smart device in the kitchen.
Out of these 20% users, men seemed to use Alexa for kitchen information more than women.
I also wanted to understand our target audience’s outlook towards cooking and their main challenges.
The COVID19 lockdown had led to more people cooking than ever before - people reported spending 54% more time cooking and 46% more time baking.
Many people who had previously shied away from cooking were now consuming recipe tutorials, blogs and venturing into cooking for the first time. Klovechef realised that due to the lockdown, people are 50% more confident than ever to cook.
3. How will we evaluate success? What KPIs will indicate the success of our campaign?
Evaluating the effectiveness of social media marketing for a voice based product is much more challenging than other products where success can often be measured easily through clicks attribution.
It was not obvious how many users were actually enabling Klovechef after seeing our content on social media. There was no way we could track the entire journey of a user from being a KloveChef social media follower to becoming a skill user.
This meant we had to spend time upfront defining the right KPIs on which campaigns would be measured.
STEP 2:
BUILT A CONTENT ROADMAP FOR THE DIFFERENT STAGES OF THE CUSTOMER JOURNEY
I started out with setting social media goals for each Buyer stage journey for Klovechef. I charted out a content roadmap before creating a content calendar for Facebook and Instagram. Every social media post that was published each day catered to multiple buyer stages. For the first month of content, we were focused on creating content to generate awareness about the product and set context about voice technology.
Creating the Content Calendar
It took quite a few client meetings to come up with a first version of a content calendar for Klovechef. We started off with a 4 primary content pillars and 2 secondary pillars that led us to great content ideas.
We tested out these ideas in short form content first on Twitter and Instagram stories for the first week. Once we got validation of what worked on Twitter and stories, I would then create longer form content pieces in form of IGTV videos and carousel posts.
Finally some of the most engaging and On-Brand content I created for Klovechef
Once the content pillars and strategy were established, I would start mapping our content pillars into good looking social media creatives and crisp captions. I also created 5 unique set of hashtags each for Alexa, cooking, basics of kitchen storage etc.
The biggest challenge was to strike a balance between creating a friendly personality for a voice technology brand, that doesn’t take away the complex mechanics of how the system works in the background.
I came up with the having the concept of “conversations” in every social media post as if the brand messaging is speaking to its followers. The concept of “conversations” spurred from the fact that Klovechef is a voice enabled skill that literally speaks to its consumers. For example: text chat bubbles, Do’s and Dont’s (kitchen habits), 7 year old Asks Alexa etc.
THE RESULTS WERE OVERWHELMING
We saw a dramatic increase in page performance and engagement in just 60 days with organic social media strategy and consistent community building strategies.
INSTAGRAM:
Engagement rate on Instagram posts increased by 24%
10x increase in user generated content (mentions, tags and reviews)
Profile discovery increased by 29%
FACEBOOK:
1. Engagement rate went up by 193%
2. Reach increased by 15 %
