Working in conjunction with Federation of Rice Millers (FERM) and its constituent members we created a new consumer-focused digital communications strategy centred on a content focused, mobile responsive website – LoveRice.org.
When creating such a content rich site it was important to conduct extensive user research and carefully plan out each section of the site. This included breaking down the hierarchy and categorisation of each recipe type, as well as all of the supplementary rice information that we wanted to include.
With bloggers being such a powerful force of recommendation within the online space, especially with food, it presented the perfect opportunity to find online writers who covered a variety of different topics. Following the site launch we have taken advantage of these existing online communities and currently have 20 blogger recipes submitted to the site (unpaid).
The ultimate goal of the website was to create the number one destination for consumers looking for rice based information and recipes. To achieve this we created several ‘learn to cook’ rice videos and recipes which include easy step-by-step instructions to help increase the daily usage of rice in meals across Europe. These form great pieces of content that people will share with friends, helping to increase the reach and reputation of the FERM organisation.
To create the number one destination for consumers looking for rice based information and recipes. Crab launched the new content platform for FERM in conjunction with a comprehensive influencer outreach strategy to positively influence consumer consciousness and perceptions of rice, its usage and versatility on a European scale.
Visits to the site
YouTube view time
Blogger submitted recipes
We were extremely excited to launch this new content platform and the initial response has been fantastic. We have had lots of unpaid blogger activity, both submitting recipes to the site and writing articles of their own. The videos and the website have also received thousands of visits and views.