SERVING SINGLES

ew —S CONTEXT: Knorr wasn't getting much attention from Gen Zs in the kitchen, just as Gen Z’s weren't getting much attention in their dating lives. Dating apps promised connection but delivered frustration. With an average match Tate of just 1.6%, singles were stuck in an endless loop of swiping with little to no results. So, to win cover single cooks, Knorr decided to help. 3 Billion EARNED IMPRESSIONS. From 196% Match Rate INSIGHT: Gen Z is starting to take matters into their ‘own hands. instead of relying on dating apps, they are using social media to “pitch” their single friends. And many of these videos share a common trait: they show people cooking, ‘one of the most attractive real-life behaviours, with 93% of Gen Z agreeing it’s a major green flag. So, we decidedito help. 3.3 Million ENGS IDEA: We transformed our media plan into a matchmaking system designed to make singles who cook more visible. By identifying people already “pitching” thelr: through cooking content, we la simple deal: feature streets through DOOH and at real life ‘Pitch-my-friend’ events. Knorr, yo their visibility. | Transforming everyday cooking content into high-reach dating profiles. agement Positive Purchase ATE % SENTIMENT +9.D INTENT to: 61% Match Rate aa MEDIA EXECUTION: The focus on authentic and playful creator content leant into TikTok’s algorithm, scaling exposure for single cooks. Then just as any app would distribute profiles to people in their area, we boosted high performing content using geolocation data, on a much bigger scale. OOH Beyond TikTok and Meta, we boosted the content ‘out-of-phone’ - on the “ GPS EXPOSURE é ; | | PAID MEDIA BOOST IRL Events