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Groupe SEB

Digital Promo & SMM

In 2016, Tefal presented a smart indoor electric grill for cooking meat from rare to well done.

It is ideal for cooking any grilled dishes, and it works fast as well as being easy to clean.

 

The product was completely new and unknown to Ukrainian customers.

We had to publicize the advantages of the Tefal OptiGrill and demonstrate that this grill would be a smart tool in the kitchen.

We have created an interactive promo page.

To build an emotional attachment between the brand and potential customers, we used game mechanics to get customers to share their results in social networks.

We created 5 female and 5 male ironical characters that matched different stages of cooking from “rare” to “well done”, including whimsical stages "it’s alive" and "coal done".

The prototypes of the characters are cult heroes of films and comics who are well known by our audience.

Results

// CTR of a post was 10% which is 20 times more than the usual CTR of a banner
// More than 103k clicks on the promo page
// And most importantly: all the grills were sold out in 2 months!

12,5m
users interacted with the promo page during the promotion
150k
organic page reach
6,567
posts by users

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