The direct solution was relevant because instead of talking about the product benefit, it demonstrated it via a tangible product. Additionally, by targeting journalists, bloggers and influencers, we made sure that the recipe novelty won’t go unnoticed.

The overall reach was 70%. After one week of delivery to the 100 most influential bloggers, journalists and influencers, we generated hundreds of shares that meant 2.8 million media impressions, equal to 10 X the invested budget.