SPAM Recipeoke
Award: Wood Pencil
Wood Pencil / Writing For Advertising / Writing for Digital Marketing / 2019
There are thousands of recipe videos online. To stand out, SPAM® created Recipeokes—sing-along recipe videos inspired by karaoke hits. Each song is a functional recipe, to help consumers remember ingredients and the step by step procedure. Consumers could request for new Recipeokes by posting what ingredient they wanted used in a SPAM® dish. And SPAM® collaborated with artists to create the new videos. SPAM® also partnered with a karaoke bar to feature Recipeokes in their database. The videos reached 10M views and the campaign helped increase SPAM® recipe searches by 14%.
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