2022 Winner
GoldBest in Consumer Engagement
SilverBest Use of Real-Time Data
Voilà
"Trending 2 Table "
FCB
"Trending 2 Table "
FCB
When a recipe goes viral on TikTok, ingredients sell out quickly in stores. Whether it’s #WhippedCoffee, #CloudBread or #FetaPasta, this phenomenon has caused grocers to sell out of key ingredients and more than doubled Instacart orders.
This was a perfect untapped opportunity for underdog grocery delivery service Voilà: intercepting cultural moments in a way no competitors in Canada had yet, to acquire new customers with the added benefit of a first-mover advantage.
In a category where “fresh” can feel like table stakes, it set out to differentiate itself by delivering fresh trending recipes straight to people’s homes.
By collecting data from TikTok trends, Pinterest trends, Google insights, social listening and culture and content trends, and combining those with Voilà’s first-party search and sales data, it was able to continuously identify the ingredients and recipes with the strongest “trend energy,” a term coined to denote virality potential. When a recipe is “fresh,” it wanted Voilà to be the one to bring you the necessary ingredients to try it yourself – guaranteed fresh!
Trending 2 Table was created, a digital platform that delivers the hottest TikTok recipes
directly to your door.
The campaign launched with core recipe content from a diverse set of #FoodTok creators, including @nutrientmatters (our lead creator with a whopping 1.6 million followers and 31 million likes on TikTok), to show how you could try trending recipes quickly and easily through Voilà.
Originally promoted on TikTok, using the new pop-out showcase button feature, the content drove both craveability and shopability, enabling users to shop for ingredients directly via the ad.
All media drove to pre-populated shopping carts on Voila.ca, where users could check-out with free delivery for a seamless customer experience. All the ingredients for the trendiest recipes were delivered right to your door. No waiting for the weekend shop or mid-week stock up. The journey was shortened from “I want to try that” to “how do I buy that” in just a matter of clicks.
Further amplification and retargeting across paid social increased campaign reach, while ensuring that the creative and content was native to the platforms used, from authentic creator-focused ads on TikTok, to more conversion-driving assets on Instagram Stories and In-Feed. By targeting #FoodTok-hungry users in Voilà’s serviceable areas, with a skew towards new customers, they were able to effectively tap into the #MadeMeBuyIt audience mindset.
Once the ingredients were delivered, they triggered an email with a recap of the recipe to ensure their customers had the directions handy. They also encouraged them to share their creations using #Trending2Table, leaning into how viral trends drive viral commerce.
Being in a vertical that hadn’t cracked social commerce yet meant it had the opportunity for a first-mover advantage, and the results show resounding success. #Trending2Table broke through traditional grocery habits by intercepting cultural food moments with an authentic native-to-platform creative and media approach that would both build the brand and drive sales.
As the first grocery delivery brand to tap into viral commerce, it propelled Voilà beyond the noise of duelling RTBs, promo codes and nearly identical product offerings.
TikTok is all about authenticity and innovation, so it knew they couldn’t settle for simply repurposing existing ad creative on TikTok. Its platform-first approach tapped into core behavioural insights to optimize for TikTok’s native content and user behaviour. It parlayed this into additional impact on other social platforms where viral food trends were quick to follow (Instagram, Facebook, Pinterest) to capitalize on the active participation that TikTok accelerated.
Trending 2 Table turned trends into trials. It successfully increased sign-ups and trial amongst its target audience and were able to compete with its competitors’ bigger media buys, purely from paid social. There was an eight times increase in Voilà orders and a five times increase in new Voilà customers, as well as a 200%+ higher clickthrough rate.
This campaign became the top conversion-driver for Voilà, and has continued rolling out additional recipes and creators, using Trending 2 Table as an ongoing performance marketing platform that maximizes efficiency in driving new user acquisition.
Turning complex data into dinners, just like that – this value exchange will empower Voilà to continue growing its customer base for many meals to come.
This was a perfect untapped opportunity for underdog grocery delivery service Voilà: intercepting cultural moments in a way no competitors in Canada had yet, to acquire new customers with the added benefit of a first-mover advantage.
In a category where “fresh” can feel like table stakes, it set out to differentiate itself by delivering fresh trending recipes straight to people’s homes.
By collecting data from TikTok trends, Pinterest trends, Google insights, social listening and culture and content trends, and combining those with Voilà’s first-party search and sales data, it was able to continuously identify the ingredients and recipes with the strongest “trend energy,” a term coined to denote virality potential. When a recipe is “fresh,” it wanted Voilà to be the one to bring you the necessary ingredients to try it yourself – guaranteed fresh!
Trending 2 Table was created, a digital platform that delivers the hottest TikTok recipes
directly to your door.
The campaign launched with core recipe content from a diverse set of #FoodTok creators, including @nutrientmatters (our lead creator with a whopping 1.6 million followers and 31 million likes on TikTok), to show how you could try trending recipes quickly and easily through Voilà.
Originally promoted on TikTok, using the new pop-out showcase button feature, the content drove both craveability and shopability, enabling users to shop for ingredients directly via the ad.
All media drove to pre-populated shopping carts on Voila.ca, where users could check-out with free delivery for a seamless customer experience. All the ingredients for the trendiest recipes were delivered right to your door. No waiting for the weekend shop or mid-week stock up. The journey was shortened from “I want to try that” to “how do I buy that” in just a matter of clicks.
Further amplification and retargeting across paid social increased campaign reach, while ensuring that the creative and content was native to the platforms used, from authentic creator-focused ads on TikTok, to more conversion-driving assets on Instagram Stories and In-Feed. By targeting #FoodTok-hungry users in Voilà’s serviceable areas, with a skew towards new customers, they were able to effectively tap into the #MadeMeBuyIt audience mindset.
Once the ingredients were delivered, they triggered an email with a recap of the recipe to ensure their customers had the directions handy. They also encouraged them to share their creations using #Trending2Table, leaning into how viral trends drive viral commerce.
Being in a vertical that hadn’t cracked social commerce yet meant it had the opportunity for a first-mover advantage, and the results show resounding success. #Trending2Table broke through traditional grocery habits by intercepting cultural food moments with an authentic native-to-platform creative and media approach that would both build the brand and drive sales.
As the first grocery delivery brand to tap into viral commerce, it propelled Voilà beyond the noise of duelling RTBs, promo codes and nearly identical product offerings.
TikTok is all about authenticity and innovation, so it knew they couldn’t settle for simply repurposing existing ad creative on TikTok. Its platform-first approach tapped into core behavioural insights to optimize for TikTok’s native content and user behaviour. It parlayed this into additional impact on other social platforms where viral food trends were quick to follow (Instagram, Facebook, Pinterest) to capitalize on the active participation that TikTok accelerated.
Trending 2 Table turned trends into trials. It successfully increased sign-ups and trial amongst its target audience and were able to compete with its competitors’ bigger media buys, purely from paid social. There was an eight times increase in Voilà orders and a five times increase in new Voilà customers, as well as a 200%+ higher clickthrough rate.
This campaign became the top conversion-driver for Voilà, and has continued rolling out additional recipes and creators, using Trending 2 Table as an ongoing performance marketing platform that maximizes efficiency in driving new user acquisition.
Turning complex data into dinners, just like that – this value exchange will empower Voilà to continue growing its customer base for many meals to come.
Credits
Client: VoilaClient 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
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
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
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
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