2023 Winner

CASE SUMMARY

Voilà is a relatively new grocery delivery service that’s only available in select urban areas. Despite having fresher offerings and more efficient delivery, it was hard to stand out to their millennial target against established competitors and other new market entrants.

Other online delivery services, such as Walmart, had a head start and larger geographical distribution. In addition to major grocery retailers that deliver, like Metro and Loblaws, they are also competing against third-party services like Instacart, Uber Eats, and meal kit delivery services. With a ‘fresh or it’s free’ guarantee and strong Net Promoter Scores, they found that people who tried the service tended to love it, they just needed a game-changing way to get noticed by more people and drive leads as a challenger brand.

Viral recipe trends on TikTok can literally sell out ingredients from grocers.

Let’s make trending TikTok recipes directly shoppable for delivery in one click to shorten the
path-to-purchase.

The power of viral food trends on TikTok that has caused key ingredients to sell out in grocery stores during recipe frenzies hadn't been tapped into by any of their competitors. Voilà capitalized on a first-to-market opportunity to creatively use data and shoppable social media in a novel way to drive awareness and acquisitions. If they could predict recipe trends before they took off, and partner with foodie content creators to capitalize on them, they would be able to intercept cultural moments and acquire new customers in a way that none of their competitors had.

A tool to analyze what trends might drive the next food frenzy didn’t exist, so they built one. Their proprietary Trend Index ingests data from TikTok trends, Google insights, Pinterest trends, social listening, culture and content trends, and Voilà’s first-party search and sales data. Each data source is assigned a value based on its level of influence. These data points are filtered through their index to generate “trend energy” predictions.

They used this data and partnered with popular foodie creators like @nutrientmatters (1.7 million followers) to make instructional videos of trending recipes. Activating Spark Ads let us take users from TikTok videos to pre-populated carts on Voilà.ca in just one click and drastically shorten the ecommerce path-to-purchase. Once the ingredients were delivered, their CRM system triggered a follow-up email with the recipe and video again, to make the entire experience as seamless as possible.

A creative social-first campaign from inception to execution, Trending 2 Table successfully turned social media trends into trials and drastically shortened the path-to-purchase. By taking a thoughtful, insights-driven approach using social data, they were able to drive both new orders and acquisitions with their paid social content and smartly compete with more established competitors. Voilà orders increased 8x, there was an 11x increase in new Voilà customers. They drove 60-80 new users per week (the benchmark average of other Voilà ads was 5-7 new users per week) and had a 200%+ higher clickthrough rate.

TikTok Canada refers to Trending 2 Table as “The ultimate #FoodTok experience” and says “as they see a major shift in consumer habits geared towards shoppable social, Voilà's Trending 2 Table campaign is championing the #Content2Cart phenomenon. By partnering with industry professionals and foodies, Voilà haa mastered the co-creation of entertaining recipe content.”

With over 3.5 million views and more than 40K engagements, #Trending2Table was a game-changer for Voilà and a great conversion driver. It eliminated the friction between first exposure to a trending recipe and getting it onto your plate and allowed us to turn complex data into dinners, “Just Like That.”

Credits

Client: Voilà
Client Credits:
Sarah Joyce: SVP, Ecommerce
Director of Marketing: Emily Demeo
Dayna Barron: Creative Lead
Marketing Manager: Veronique Auger
Customer Retention Manager: Elizabeth Oteng-Pabi
Performance Marketing Manager: Adi Jhamb

Agency: FCB Canada
Agency Credits:
Chief Creative Officer: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
Executive Creative Director: Rob Sturch
Group Creative Director:Troy McGuinness
Creative Director: Mike Kotevich
Associate Creative Director: Josh Haupert
Associate Creative Director: Ben Playford
Art Director: Rowan McCormick
Senior Copywriter: Cathy Barbarossa
Designer: Iana Dukh
VP, Managing Director: Ricky Jacobs
VP, Managing Director: Tim Welsh
VP, Group Account Director: Hanh Vo
Group Account Director: Blake Connolly
Group Account Director: Melissa Legault
Group Account Director: Jon Rae
Account Supervisor: Maddie Milligan
Account Supervisor: Simran Dhamija
Account Executive: Alecia Forgeard
Sr. Strategist: Simran Kaur
VP Strategy Director: John Fung
Group Strategy Director: Paul Hanlon
VP, Content: Nat Tubanos
Strategy Director, Content Strategy: Daisy Qin
VP Strategy Director: Jesse Gilbert
Strategy Director: Thomas Wilkins
Strategist: Allison Lochhead
Director, Integrated Producer: Maia Spetter
Sr. Integrated Producer: Kathryn Brown
Integrated Producer: Isabelle Leduc-Vallieres
Editor VFX: Tyler Strahl
Audio: Sidhartha Popli
Data Analyst: Jim Lee
Jr. Data Analyst: Veronika Kizhlo