MAGGI Omni-Channel Ecosystem
THE CHALLENGE
PING was successful in a competitive pitch to drive the brand’s digital strategy and the implementation thereof. We proposed and created an ambitious digital ecosystem to develop the MAGGI brand presence online, through creating a vibrant and dynamic online community.
The core objectives of the digital strategy were to:
- Change the way people think of MAGGI by surprising them
- Broaden their knowledge of the brand and its products
- Engage people around the “Happiness made Simple” positioning
- Provide them with easy access to rich, helpful and relevant content
Services Provided
- Analytics
- Creative Design
- Development
- HTML/CSS
- Information Architecture
- SEO - SEO Strategy
- Sitecore CMS Development
- Banner and OTP Creative
- Brand Research & Development
- CD Production
- Content Development
- Content Marketing
- Content Strategy
- Copy edit
- Creative
- Database Management
- Interface Design
- Digital Strategy
- Maintenance
- Solution Architecture
- Video Production
THE SOLUTION
We created the MAGGI brand’s first ever website, operating within strict guidelines for this family-favourite blue chip brand. The website and associated assets were designed to bring the brand to life and give people reasons to engage more deeply with the brand – and buy more MAGGI products as a result. We also produced a mobile site to promote new products to consumers while at point of purchase, using scan-able QR codes on-pack.
We designed and created a special Recipe Selector, to inspire people to create new and exciting recipes based around MAGGI products. This allowed people to select an ‘occasion’, nominate a type/genre of cuisine and then input the ingredients they had available, then be presented with a selection of recipes based around their preferences.
We also delivered a number of engaging and immersive digital marketing and media campaigns for new product launches in both Australia and New Zealand.
The multi-channel ecosystem we created for MAGGI included:
- MAGGI’s first website
- Mobile site for new product launches
- Banner ad / rich media campaigns
- SEM strategy and implementation
- SEO strategy and implementation
- Social media community management
- Video production for website content
- Recipes database integration