︎︎︎ OVERVIEW:
Hellmann's wanted to inspire new uses for mayonnaise as a cooking ingredient, given that most people only use it on sandwiches. We came up with a solution that’s already in everyone's hands.
“ WhatsCook” was the first live recipe service via Whatsapp*. The idea connected people with real chefs, who were prepared to teach consumers how to cook using just the ingredients people had at hand.
*the most used mobile app in Brazil, present in 79% of smartphones.
Hellmann's wanted to inspire new uses for mayonnaise as a cooking ingredient, given that most people only use it on sandwiches. We came up with a solution that’s already in everyone's hands.
“ WhatsCook” was the first live recipe service via Whatsapp*. The idea connected people with real chefs, who were prepared to teach consumers how to cook using just the ingredients people had at hand.
*the most used mobile app in Brazil, present in 79% of smartphones.
︎︎︎ RESULTS:
• An average of 65 minutes of brand interaction per user.
• 1 in every 2 visitors signed up for the service.
• International coverage reaching more than 4.000.000+ people in just 10 days.
• A huge success in Brazil, WhatsCook was rolled out to 4 more countries in Latin America.
︎︎︎ SELECTED PRESS:
PSFK
Springwise
Campaign US
MMA
WARC
︎︎︎ ︎ RECOGNITION:
2015 The One Show — Merit Award
2015 The Webby Awards — Winner (Customer Service)
2015 The Webby Awards — Honoree (People’s Voice)
2014 El Ojo Iberoamerica — Bronze
2014 Festival Of Media LATAM — Silver (Content Creation)
2014 Festival Of Media LATAM — Silver (Engagement Strategy)
• An average of 65 minutes of brand interaction per user.
• 1 in every 2 visitors signed up for the service.
• International coverage reaching more than 4.000.000+ people in just 10 days.
• A huge success in Brazil, WhatsCook was rolled out to 4 more countries in Latin America.
︎︎︎ SELECTED PRESS:
PSFK
Springwise
Campaign US
MMA
WARC
︎︎︎ ︎ RECOGNITION:
2015 The One Show — Merit Award
2015 The Webby Awards — Winner (Customer Service)
2015 The Webby Awards — Honoree (People’s Voice)
2014 El Ojo Iberoamerica — Bronze
2014 Festival Of Media LATAM — Silver (Content Creation)
2014 Festival Of Media LATAM — Silver (Engagement Strategy)
︎︎︎ CASE STUDY:
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”Could Hellmann’s be the first brand to nail WhatsApp with some neat service design?
Contagious
”A great alternative to learn how to prepare delicious meals”
PSFK
”Hellmann’s developed an effective method to help hobby cooks”
Social Daily
︎︎︎ PROJECT INFO:
Brand: Hellmann’s
Agency: CUBOCC
My role: Creative Director, Copywriter, Concept
Year: 2014
Brand: Hellmann’s
Agency: CUBOCC
My role: Creative Director, Copywriter, Concept
Year: 2014
︎︎︎ TEAM:
CCO: Wilson Mateos
Creative Director: Daniel Busch, Felipe Rocha, Luiz Mastropietro
CW: Daniel Busch, Caio Fortes, Bruno Sanchez
AD: Rafael Nunes, Pedro Gouvea
Engagement Lead: Lah Nascimento
Film Director: Cristiano Trindade
Head of Production: Vandinho Santana
CCO: Wilson Mateos
Creative Director: Daniel Busch, Felipe Rocha, Luiz Mastropietro
CW: Daniel Busch, Caio Fortes, Bruno Sanchez
AD: Rafael Nunes, Pedro Gouvea
Engagement Lead: Lah Nascimento
Film Director: Cristiano Trindade
Head of Production: Vandinho Santana