We designed a top-of-funnel video views campaign that prioritised education over direct sales. Content focused on recipes, practical use cases, and technical insights into MSG’s umami characteristics. This required a cross-platform strategy, using Facebook, YouTube, and TikTok to take advantage of their different audiences and video formats. Defining how Primal would measure “organic quality followers” was central to the plan; engagement rate, video completion, and post-view actions formed the core indicators. The media strategy aimed to drive a high volume of low-cost views to quickly establish a strong educational base.
Eat Well, Live Well.
