It all started with in-depth research and assessment of the food category to seek out and identify the best opportunities for us to capitalise on. Next, we developed and created a friendly and optimised ‘publisher’ structure platform, delivering a high volume of content production delivered against search queries and opportunities identified in our analysis.
We developed a tone of voice that would identify with the target audience and produced editorial guidelines for brand consistency. Search taxonomy was created to accommodate related keywords, as well as a friendly and optimised SEO platform, to inspire home cooks to learn about Indonesian food. Unilever Food products were positioned as a partner in the home cooking experience, providing helpful essentials for the kitchen.
MasakApaHariIni.com was launched in April 2018. We amplified content through social media, delivering inspirational content that would create direct conversations to hep us build a strong community. We extended our outreach to recipe marketplaces such as the popular JD.ID to drive a direct connection with our audience.
In just over a year, MAHI became the leading branded recipe website for home cooks, capturing almost 500% more users compared to the closest competitor in the industry. In 2019, Masak Apa Hari Ini reached more than 79 million impressions on Google search results page with the average keyword position of 3.8 as of December 2019.
Our outstanding achievements earned us finalist nominations at The Drum Search Awards 2020 across the following categories for our work on the project: