How Looksee proved influencer creative can outperform high-budget brand ads by 300% on Connected TV.
Kikkoman wanted to expand soy sauce beyond Asian-only recipes, and to prove influencer creative could outperform high-budget brand ads on Connected TV and Broadcast Video on Demand.
We ran a Hero and Community model, built format-first so every asset was boostable across social and broadcast.
Cooking series with celebrity chefs Hayden Quinn and Adam Liaw, lending authority and craft to the range.
32 foodie influencers showing non-traditional, everyday uses for soy sauce, broadening the category well beyond its stereotype.
Content built from the outset to be boostable across social, CTV and BVOD, so the same creative worked everywhere.
Cooking content, not ads. Person-led segments got watched to the end three times more than commercials.
Cooking content, not ads. Person-led segments get watched to the end three times more than commercials.
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