Yemekte Keyif Var: Ramadan countdown project

Unilever, a consumer goods brand, successfully increased traffic to its recipe website in Turkey during Ramadan, by creating related-search content that used geotargeting to deliver recipes while counting down the days of Ramadan.

Campaign details

Brand: Yemekte Keyif VarLead agency: Mindshare TurkeyRegion: EMEA

Strategy

Objective

Our objective was to increase traffic of Unilever's food recipe platform Yemektekeyifvar.com(which already has 96% of traffic from mobile) during the Ramadan period where recipe related search queries increase (17M query). Traffic increase target was x2.5 in this project , which is x5 than last year. While we're covering food related recipe we wanted to enlarge our keyword list with the second biggest group which is timing of "iftar" and "suhoor" (11M query with 190x "iftar" and "suhoor" queries than non-Ramadan...

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