Knorr soup on WhatsApp

Unilever’s Knorr soup competition is a clean example of meeting shoppers where they already are. Buy four Knorr soup products, photograph the till slip, and send it on WhatsApp. The ask was short, the app was familiar, and a lot of people wanted in for the chance of a prize.

What made it stand out

• Ease. A photo in an app people already use removed the usual barrier. More people joined because the step was obvious.
• Sales. Asking for four products, not one, gave the campaign a commercial job as well as a fun one. The brand saw a noticeable lift in sales alongside the entries.
• The feeling. A smooth process and a real chance to win left people well disposed to Knorr, not irritated by a form.

The lesson is to show up on a platform people use every day, and to keep the path enjoyable. The slip still has to show the four products. That check is described in how Smartslip checks that a till slip is valid.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.