Gallina Blanca
A leading food brand launches a social platform for passionate cooks.
Challenge
Greater Interactivity & Collaboration
Gallina Blanca’s current objective is to adopt an ever-evolving online strategy that better meets user needs. Given a content- and traffic-rich site, Nurun aimed to increase brand engagement, loyalty, registration and participation over the Web, adding improved usability, search and interactive functionalities.
Strategic Approach
User-Centric Strategic Approach
Nurun proposed a new Gallina Blanca website that would leverage existing and new functionalities to increase user interactivity and the potential for valuable content results. Specifically, Nurun recommended that Gallina Blanca promote greater user-brand interaction through a shared passion for cooking and healthy eating habits. The idea was to put in place social tools to encourage users to communicate and learn from each other as well as from the brand.
Solution
Community 2.0
The solution is a new, more social, interactive, simple and accessible website with innovative sections, such as “Cook Community,” “What’s Cooking?” and “The Spoon Program”—geared to rewarding the most interactive users with the title of “Great Chefs.”
In addition, the new site aims to simplify consumers’ lives through the “What should I make today?” section that offers easy-to-prepare, healthy recipes with ingredients you can find at home.
In addition, the new site aims to simplify consumers’ lives through the “What should I make today?” section that offers easy-to-prepare, healthy recipes with ingredients you can find at home.
Social Networks
The new site’s reach extends to three major social networks: YouTube, Facebook and Twitter.
On YouTube, there’s a channel that broadcasts Gallina Blanca video recipes and brand-specific content, like its most legendary TV spots.
On Facebook, Gallina Blanca offers daily recipes and encourages cooking chats. The fan page currently has over 1,045 fans .
On Twitter, which undoubtedly holds the social media crown, Gallina Blanca offers recipes and cooking tips—within 140 characters—to satisfy their followers’ appetites. It has 1,600 followers and is fast becoming one of Twitter’s best examples of user–brand integration.
On YouTube, there’s a channel that broadcasts Gallina Blanca video recipes and brand-specific content, like its most legendary TV spots.
On Facebook, Gallina Blanca offers daily recipes and encourages cooking chats. The fan page currently has over 1,045 fans .
On Twitter, which undoubtedly holds the social media crown, Gallina Blanca offers recipes and cooking tips—within 140 characters—to satisfy their followers’ appetites. It has 1,600 followers and is fast becoming one of Twitter’s best examples of user–brand integration.
Results
The results started coming in from the very first week of the launch. Site registration has seen a 10% monthly rise over the past two months. The organic search engine traffic for gallinablanca.es saw a 40% month-over-month increase in January 2010 .
In addition, gallinablanca.es has recently been recognized as one of the 20 best .es domain websites in the last 20 years—by the Ministry of Industry, Trade and Tourism agency Red.es.
In addition, gallinablanca.es has recently been recognized as one of the 20 best .es domain websites in the last 20 years—by the Ministry of Industry, Trade and Tourism agency Red.es.
