WEBAR agency

Our work
The Kitchen Characters


As a benchmark brand in the market and as part of the daily life of Argentines, Ilolay set out to maintain its brand relevance in the midst of the pandemic. In a context where people were turning to social networks and cooking, silence was not a smart choice.

DATE: 2019


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The idea

Based on the discourse analysis in social networks, we found a positive territory of conversation. We outlined archetypes of people in the kitchen, identified the most popular topics and searches on Google, matched them with the most relevant voices of the moment (influencers) and created Los Personajes de la Cocina (The Kitchen Characters).

A platform to talk, participate, share and cope with the pandemic daily life, from the real insights of the people and with the unique and differentiating tone of ilolay.

Stickers on Giphy


MM We reached more than three million people.
% In a negative context, we got 100% of positive conversation in our posts.
Branded content was shared more than 7,900 times.
x We tripled the engagement benchmark in terms of goals. (6.42%)

Social content