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Category
Social Media
Annual ID
OS24_CU010B
About the Work
#FoodTok Whitespace
TikTok has established itself as the source of viral food trends, responsible for selling out ingredients during recipe frenzies. The online grocery delivery space is highly competitive and Voilà was the new kid on the block. How could Voilà use data in a first-to-market way to break through and drive acquisitions?
Creating a Social Predictive Tool
By predicting recipe trends before they take off, we could intercept viral food culture moments to acquire new customers, with a first-mover advantage. So, we built a bespoke Trend Index, a predictive tool that predicts recipes and ingredients with ‘trend energy’.
Shrinking the Distance between Brand & Buy
The key growth audience was Millennials and older Gen Zs in metro areas, familiar with delivery services, but maybe not aware of Voilà. We served them trending recipe videos that clicked to pre-loaded recipe carts, making it easy to try recipes they’d just salivated over, drastically shortening the path-to-purchase from inspiration to immediate check-out.
Through activating on trends right as they hit critical mass with our network of foodies and content creators, our creative and data-driven approach leaned in to TikTok’s #MadeMeBuyIt behaviour and made Voilà the first grocery delivery brand to tap into TikTok’s viral commerce in this way. We further amplified the campaign via Instagram, Facebook, and CRM.
Breaking Through the Competition
An innovative social-first campaign from inception to execution, Trending 2 Table successfully turned social media trends into trials. By taking a thoughtful insight-driven approach using social data, we were able to drive both reach and acquisitions with our paid social content and break through amongst our more established competitors.
- 8x increase in Voilà orders
- 11x increase in new Voilà customers
- 200%+ higher clickthrough rate
Trending 2 Table has been Voilà’s top social conversion-driver, turning complex data into dinners, just like that.
TikTok has established itself as the source of viral food trends, responsible for selling out ingredients during recipe frenzies. The online grocery delivery space is highly competitive and Voilà was the new kid on the block. How could Voilà use data in a first-to-market way to break through and drive acquisitions?
Creating a Social Predictive Tool
By predicting recipe trends before they take off, we could intercept viral food culture moments to acquire new customers, with a first-mover advantage. So, we built a bespoke Trend Index, a predictive tool that predicts recipes and ingredients with ‘trend energy’.
Shrinking the Distance between Brand & Buy
The key growth audience was Millennials and older Gen Zs in metro areas, familiar with delivery services, but maybe not aware of Voilà. We served them trending recipe videos that clicked to pre-loaded recipe carts, making it easy to try recipes they’d just salivated over, drastically shortening the path-to-purchase from inspiration to immediate check-out.
Through activating on trends right as they hit critical mass with our network of foodies and content creators, our creative and data-driven approach leaned in to TikTok’s #MadeMeBuyIt behaviour and made Voilà the first grocery delivery brand to tap into TikTok’s viral commerce in this way. We further amplified the campaign via Instagram, Facebook, and CRM.
Breaking Through the Competition
An innovative social-first campaign from inception to execution, Trending 2 Table successfully turned social media trends into trials. By taking a thoughtful insight-driven approach using social data, we were able to drive both reach and acquisitions with our paid social content and break through amongst our more established competitors.
- 8x increase in Voilà orders
- 11x increase in new Voilà customers
- 200%+ higher clickthrough rate
Trending 2 Table has been Voilà’s top social conversion-driver, turning complex data into dinners, just like that.
Campaign
TikTok - Pizza Dough Pocket
https://www.tiktok.com/@nutrient...
TikTok - Souvlaki Bowls
https://www.tiktok.com/@nutrient...
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
FCB Canada / Toronto
Client / Brand
Voilà / Toronto
Art Director
Rowan McCormick
Associate Creative Director
Ben Playford
Josh Haupert
Chief Creative Officer
Nancy Crimi-Lamanna
Chief Strategy Officer
Shelley Brown
Creative Director
Mike Kotevich
Designer
Iana Dukh
Executive Creative Director
Rob Sturch
Group Creative Director
Troy McGuinness
Strategist
Allison Lochhead
Strategy Director
Thomas Wilkins
EVP, Global Creative Partner
Danilo Boer
Group Strategy Director
Paul Hanlon
Senior Copywriter
Cathy Barbarossa
Sr. Integrated Producer
Kathryn Brown
Sr. Strategist
Simran Kaur
Strategy Director, Content Strategy
Daisy Qin
VP, Strategy Director
Jesse Gilbert
Account Executive
Alecia Forgeard
Account Supervisor
Maddie Milligan
Simran Dhamija
Audio
Sidhartha Popli
Creative Lead
Dayna Barron
Customer Retention Manager
Elizabeth Oteng-Pabi
Data Analyst
Jim Lee
Director of Marketing
Emily Demeo
Director, Integrated Production
Maia Spetter
Editor / VFX
Tyler Strahl
Group Account Director
Blake Connolly
Jon Rae
Melissa Legault
Integrated Producer
Isabelle Leduc-Vallieres
Jr. Data Analyst
Veronika Kizhlo
Marketing manager
Veronique Auger
Performance Marketing Manager
Adi Jhamb
SVP, Ecommerce
Sarah Joyce
VP, Content
Nat Tubanos
VP, Group Account Director
Hanh Vo
VP, Managing Director
Ricky Jacobs
Tim Welsh
VP, Strategy 1:1 Practice Lead
John Fung
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