424%of the impressions goal
The challenge
Royco Mchuzi Mix is a staple in Zambian kitchens. The brand wanted to own the everyday Ndiyo, the relish at the heart of Zambian meals, build trust and community around it, and remind cooks of its natural ingredients.
Make Royco the secret to a tastier Ndiyo in every Zambian kitchen.
How we ran it
We skipped polished food styling for real Zambian kitchens. Four micro creators cooked Ndiyo the way their audiences do: a chef's step-by-step recipes, comforting home-style plates, a husband-and-wife duo cooking for the family, and an entertainer's kitchen.
Each invited their followers to join the #TastiestNdiyo challenge, and the best-performing videos were amplified on Meta to reach cooks in Lusaka, the Copperbelt and across the country.
Creators 4 micro creators, 11 posts
The creators
Husband-and-wife cooking duo
With 1,400 followers, their family Ndiyo reached 1.8 million views.
Chef
Her step-by-step Ndiyo reached 1.8 million views.
Food and lifestyle creator
Turned simple ingredients into rich Ndiyo, with 1.1 million views.
Digital creator
Started the most conversation, leading the campaign for likes, comments and shares.
Results against benchmark
Creators with 1,400 to 31,000 followers drew 4.7 million views between them. Paid amplification reached 1.39 million people with 10.6 million impressions, more than four times the goal, and the comments were all about taste: people wanted the recipes.
- 4.7Mvideo views
- 424%of the impressions goal
- 10.6Mimpressions
- 1.39Mpeople reached
More work
All work439%impressions vs benchmark63×below the CPC benchmark
22× link clicks vs benchmark
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