Green Park Content created an online destination and recipe-based content hub, whilst transforming our client into a brand publisher sensation that would attract and grow a significant loyal and organic audience, by providing relevant and useful content for users looking for recipe inspiration and to cut through the millions of monthly searches for recipes in Indonesia.
Planning & Execution
Green Park Content launched MasakApaHariIni.com in 2018, a recipe-based content hub that would be a source of inspiration for and celebrate all the home cooks in Indonesia— making cooking accessible, easy and fun. The online destination features numerous brands under Unilever Foods, such as Bango, Royco, Jawara, SariWangi, Wall’s and more.
After in-depth research and assessment of the food category, we developed a friendly, optimised ‘publisher’ platform, delivering a high volume of content production delivered against search queries and opportunities identified in our analysis.
We created a tone of voice that would connect with the target audience and produced editorial guidelines for brand consistency. Search taxonomy was created to accommodate related keywords, as well as a friendly and optimised SEO platform, to inspire home cooks to learn about Indonesian food. Unilever Food products were positioned as a trusted partner in the home cooking experience, providing helpful essentials for the kitchen.
We then further amplified content through social media, delivering inspirational content that would create direct conversations to help us build a strong community. We extended our outreach to recipe marketplaces such as the popular JD.ID to drive a direct connection with our audience.
Effectiveness / Results
In just over a year, MAHI became the leading branded recipe website for home cooks, capturing almost 500% more users compared to the closest competitor in the industry. In 2021, Masak Apa Hari Ini reached more than 29 million monthly impressions on the Google search results page with an average keyword position of 4,2. The hub features over +1,200 editorial recipes, +480 food related lifestyle articles and +370 video recipes.
- By the end of March 2021, MAHI had hit 30 million organic sessions
- Reached 40 million sessions and 98 million page views
- Organic traffic accounted for 72% of the overall sessions
- No. 1 on Google Search Page with +10,000 keywords currently rank in the top 5 positions on Google search page
- Our achievements delivered massive savings in paid media costs for Unilever.