Bold 2 in 1

Brilliant Bold cuts through the advertising clutter

P&G asked Whisk to help them find the messiest & most delicious recipes to dazzle their audience with the cleaning powers of Bold.

Opportunity

P&G’s innovative marketers were looking for new ways to cut throgh with Bold’s brilliant cleaning power. What better way than find some of the messiest foods to target their ads at.

Solution

Whisk’s Food Genome allows us to categorise recipes based on many qualities but messiness was a new angle.

We fed a number of criteria into our machine learning and pretty soon, it was targeting a lot more than spaghetti bolognese and tomato soup recipes.

Results

  • Very high ad engagement up to 3% CTR
  • CPC costs under Xp