How Nutralite and chef Sanjeev Kapoor encouraged consumers to use its mayonnaise range with YouTube video recipes

Nutralite recently launched its range of mayonnaise products enriched with vitamin A, D and E. To promote the brand and its usage, the brand launched a video series with celebrity chef Sanjeev Kapoor. The campaign was conceptualised by Tonic Worldwide.

The YouTube campaign comprises a series of interactive recipe videos, hosted by Kapoor. But this time, the audience was guiding Kapoor and taking the recipe ahead.

The videos have chef Kapoor giving the audience different choices for ingredients and the Nutralite Mayo variant that they would like him to use in the recipe, seeding in product usage.

The multiple ingredient options were strategically placed in the video, in the form of YouTube cards. Different users could choose their own favourite ingredients and make a different version of their recipe as they watched Kapoor make various mayonnaise-based dishes in these interactive recipe videos. The same video can produce different recipes depending on the choices made.

Today, almost every household has a ‘YouTube Chef’ that relies on the video sharing website to whip up exciting dishes every day. Not just that, home chefs are constantly trying to get creative in their kitchens and whipping tasty (yet healthy) recipes for their fussy children, by following top chefs on YouTube.

The campaign received over 2.75 mn Impressions with more than 850x increase in views, 99% of which were from the targeted audience of young moms. The CTR received was one of the highest in the category for the YouTube Cards format. With these, the campaign also led to a 63x increase in subscribers in just three months’ time.

The Videos:

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