What started this whole thing?
Blue Dragon wanted to make the wok feel more accessible to Canadians and shine a spotlight on their Stir Fry Sauces. Who’s going to say no to a Blue Dragon? Not us, we know better.
How we served it up.
We answered the call by creating Stir Fry Sessions – an 8-week content plan demonstrating how easy it is for Canadians to rock the wok and create all kinds of I-can’t-believe-you-made-that dishes with Blue Dragon’s Stir Fry Sauces in 3 simple steps. With influencer support, we cranked up the heat online and launched our message across social media and food blogs.
We began each week with a Stir Fry Session Tip. Easy-to-follow instructions guided consumers from the fridge and into the fire – helping them make the most of their ingredients and experience the joy of walking the wok.
Later in the week, we followed each tip with a video that featured ingredients dancing their way into delicious Stir Fry recipes. By playing with our food, we showed how Stir Fry Sauces make any meal fun and easy.
Throughout the campaign, we stirred up the conversation with #WokStar across all our communities. Near the end of the 8 weeks, we took advantage of the momentum and hosted a Twitter Party that got even more home cooks talking. By the end of the Party #WokStar trended longer than any other food hashtag, earning Blue Dragon more than 6 million impressions.
#WokStar trended longer than any other food hashtag, earning Blue Dragon more than 6 million impressions.
The campaign earned Blue Dragon a ton of engagement and an enthusiastic community. One especially engaged fan shared her passion louder than anyone else and proved that she was Blue Dragon’s ultimate #WokStar, so we surprised her by turning one of her personal stir fry recipes into a video and shared it with the community.