Canal cocina

Brief

The canal cocina develops a youtube channel, the most famous in Spain, provides recipes and developed its own e-shop with culinary products. This channel, has created its own website, and provides products in a very big market share. After some years, they decided to approach the target audience on a more accurate level. The buyer persona, a semi–fantastic character, could accurately describe the ideal buyer who uses the company’s products.

Results

I presented a personality, who included demographic characteristics till the digital consumer behavior and a virtual store tour, where the buyer could try the products of Canal Cocina. In this way, the channel could create the appropriate titles for the next episodes on youtube, predict the type of stories that is products address, present new recipes adapted to the consumer needs, to create slogan for advertising purposes. Finally, they can present the branding updates through semi – fantasy dialogues during consumer experiences.