Maggi Kochstudio FanpageSocial Media

When the time-honoured brand MAGGI wanted to tread a new path and get in touch with people, they decided to approach it using new digital channels. What this required was a sophisticated social media strategy, with workshops, training, concepts for social networks and professional community management processes.

Cooking is culture.
Ever since the first fires in caves, cooking has been inherently social. Razorfish developed a strategy that MAGGI could use to bring people together over the hearth, in the digital age. Instead of meeting at the fireplace, the setting is the social web. However, the MAGGI Kochstudio on Facebook is no one-dimensional marketing channel, but a conversation among cooking enthusiasts.

Cooking is communicating.
Only a mouse click and welcome to the virtual MAGGI Kochstudio. Like in any good kitchen, people are chatty and gossipy, constantly exchanging ideas and giving each other pieces of advice – fans among themselves and all together with the brand. The editorial team for the MAGGI Kochstudio on Facebook is led by trained nutrition experts who spice up ideas with their highly professional seasoning: They bring their cooking experience and recipe ideas to the table. In the form of cooking tutorials and special fan activities.

Cooking is creating.
Razorfish presents social web à la carte. Creative excellence and content on a silver platter. Rounded off with workshops, manuals and guides for employees. The recipe is simple: Sustainability beats the short-term way of looking at things. Instead of just trying to accumulate as many fans as it can, the MAGGI Kochstudio on the social web shines through the quality of exchange of ideas.

Cooking is concentrating.
Delicious strategies and ideas are important. But there is more to it than that. For MAGGI it meant implementing new structures, introducing a new "Social Media Manager" position and including all MAGGI and Nestlé corporate stakeholders into the process. The results also impressed star chef testers: An increase in quality for the MAGGI brand, an exciting dialogue with users and, on top if it all, a truly colourful culinary variety