Dynamic Marketing Communiqué

Bravo, Delicioso! How did this brand show that leftover ingredients coupled with a good marketing strategy make up a good combo? [Thursdays: FYO!]

March 18, 2021

What do you do with some of the leftover ingredients in your kitchen?

Do you…

Just throw those away?

Store them in the refrigerator?

Research on a food website and create a new dish using the ingredients?

There’s still a lot you can do with these kinds of food in your kitchen. They may be “leftovers,” but they are not completely useless (as long as they’re not expired).

Let’s see how one brand interacted with its target market using that insight and filled hungry tummies in this social media campaign!

Hellmann’s is an American brand that manufactures mayonnaise, ketchup, mustard, sauce, salad dressing, condiments, and other food products.


The company distributes products in the US, Latin America, Europe, Australia, Middle East, Canada, India, and South Africa.

In 2014, in order to convince more consumers to use Hellmann’s products in Brazil, the brand created the…

WhatsCook Campaign!


―a one-to-one, real-time messaging service that connected consumers and professional chefs.

What social media platform did Hellmann’s use for the campaign?


(Get it now? WhatsApp = WhatsCook!)


Hellmann’s marketing team utilized the social media platform because it was the most used app in Brazil, with 79% of smartphone users communicating through WhatsApp.

As a business owner or marketer, using WhatsApp as part of your marketing strategies is beneficial because…

  • It creates “superior” brand connections. WhatsApp provides businesses with a personal environment where they can communicate one-on-one with customers.

    By creating a “Business Profile,” brands are able to provide specifics like email, contact numbers, social media links, store addresses, website URLs, and product offers.

  • It engages with customers globally. In 2018, WhatsApp became the #1 messaging app in 104 countries. Because the app is free, the social media platform became popular for personal and business conversations, especially for those in Latin America, Europe, Africa, and Asia.

  • It keeps messages private and secure. WhatsApp has an end-to-end encryption and strictly adheres to protecting subscriber policy. With a 2-factor authentication built into the app, users are assured the people or businesses they’re conversing with are who they say they are.

How can you use WhatsApp for your business?

  • Create a Business Profile.

    Setup a profile that contains helpful information for your customers such as store address, business description, email address, and website.


  • Send quick replies.

    Save and reuse messages you frequently send so you can answer common questions immediately.


  • Stay organized with labels.

    Make your contacts or chat conversations easy to find by organizing them with labels.


  • Respond instantly using automated messages.

    Set automated messages when you’re away so customers know when they can expect a response from you. You may also create a welcome message for new customers.


So… what happened with Hellmann’s WhatsCook Campaign?

“Cooking became as easy as sending a message!”

Users were acquired through a WhatsCook landing page setup by Hellmann’s. To register, customers were required to input their phone numbers and opt in to the brand’s campaign.


After signing up, users received a message from a chef who encouraged them to take a photo of the ingredients they have on hand.


Once customers sent a photo through WhatsApp, the chef gave step by step instructions on how to cook a delicious dish using the available ingredients.


In only 10 days, WhatsCook drew media attention for presenting “alternative recipe storytelling!”

Results of the campaign:

  • About 4 million people visited the WhatsCook website and 13,000 registered for the campaign.
  • More than 500 dishes were cooked and shared through WhatsApp and Hellmann’s WhatsCook website.
  • 99% of users approved that the suggested dishes by the chefs were “delicious and satisfying!”
  • Hellmann’s garnered a total of USD 150,000 in earned media impressions.

Aside from that, the WhatsCook campaign also won awards such as:

  • 2 Silver awards for “Best Content Creation” and “Best Engagement Strategy” at the 2014 Festival of Media LATAM.
  • A Merit Award for “Digital Direct Marketing” at The One Show in 2015.
  • Being crowned the winner in the “Customer Service” category at The Webby Awards in 2015.

Clearly, Hellmann’s marketing efforts yielded positive results in terms of interacting with online users and expanding online reach!

Social media really helps a lot in achieving your business goals.

However, you shouldn’t do social media marketing just for the sake of “being present” on different platforms.

Know your target market first―their online habits, preferred communication channels, apps they frequently use, etc.!

By doing so, you’ll get to interact with consumers using the right channels and approaches, right where they are.

Consider using WhatsApp in your next marketing strategy and see how you can engage with your target market!

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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