It’s rather ingenious considering a person doesn’t have to slog their way through the app store for a recipe app or even conduct a Google search in hopes something amazing will appear. Nope, just a simple tweet with a hashtag.
Was the campaign a success? Ogilvy thinks so. The campaign achieved 22 million impressions in one day with an engagement rate higher than Brazil’s national average and 82,500 interactions.
Sometimes, it’s the simplest of things that delivers the most useful user experience and achieves the best results.