Lancewood Cheese - EMOJI MEALS

South Africans love cheese. Unfortunately, not all are aware of how versatile cheese can be. So we created Lancewood Emoji Meals, an S.A. first, Facebook chatbot that responds to any emoji with related recipes and cooking tips, highlighting the virtually limitless uses of Lancewood Cheese by including it in every response for all 1851 emojis. The bot launched during the Ultimate Braai Master cooking show, taking advantage of second-screen behavior to add value and excitement. Prompted by online content, TV stings, and tactically timed squeeze-backs, viewers could discover recipes and tips used by the contestants. The bot extended in-store as well, where tactically placed POS elements surprised shoppers with unexpected meal ideas, rewarding those who engaged with a recipe and shopping list. Online, influencer videos, blogger challenges, and weekly content pushed fans to explore what was hidden behind each emoji. By simply asking people to talk to us the same way they talk to their friends, we made sure that when S.A. turned on their T.V.s to watch their favourite cooking show, they turned on their phones to chat with Lancewood. By the end of the campaign we had 345 average interactions per user, and 32 843 emojis received over one episode of Ultimate Braai master during the peak of the campaign. Our final results were almost half a million emojis received via Facebook Messenger, with a total of 14.7 million impressions across the board.