BG-Mamma is a well-known space where culinary enthusiasts are highly engaged and readily embrace new recipes, tips, and challenges. Our first campaign for Instant Pot was yet another example of that.
Instead of simply providing mechanical or minimally brief answers to the game’s participation requirement, over 500 users contributed with detailed and well-informed opinions.
In their Instant Pot topic, they asked three questions to users. Everyone who answered was automatically entered into a draw for one of five prizes, including a multi-cooker.
The discussion about the advantages of the multi-cooker and the air fryer, and the criteria for choosing an appliance, was met with genuine interest by users passionate about cooking, open to new ideas, and responsible for their families’ health. It turned out that the topic of practical and safe cooking excites a large portion of them, and the shared posts were comprehensive and informative. This is how a forum topic with a giveaway can create added value and work for the brand in the long term.
What Diana Dimitrova, Marketing Manager of Instant Pot Bulgaria, shared after the campaign:
Why did you choose BG-Mamma as a platform for your advertising?
We had long planned to do a campaign on BG-Mamma because it reaches an active and engaged audience in a key segment for us – parents and future parents interested in products and solutions for the home, family, and children’s health. Instant Pot products have already been commented on numerous times on the platform, but our goal was to consolidate as much useful information as possible in one place and in one topic, as well as to get valuable feedback.What do you think are the main advantages of BG-Mamma as a communication channel? BG-Mamma offers a strong community with authentic engagement and a high level of trust among users, long-term content value, and last but not least – it allows for conversation, not just advertising, which makes communication more lively and meaningful. Users participate actively, share experiences, and exchange real and practical advice. Conversations are organized by topic, which makes it easier to find specific information, and users find relevant content quite purposefully and with greater engagement. Topics are discussed in depth, primarily based on personal experience, which makes the discussions credible and valuable. Unlike social media, here topics remain much more visible and easily discoverable over time, contributing to their long-term value.
Would you work with BG-Mamma as a partner again?
Yes, with great pleasure. Our communication was very pleasant, professional, and effective, and the user feedback was extremely positive, with high engagement and valuable insights.
What some of the participants in the topic wrote:
“Currently, we have an air fryer; if I get a combined one, I would get rid of the separate one immediately. We don’t use it often enough to need a separate one; we mainly use it for reheating because we don’t have a microwave. Moreover, the Teflon coating on the current one got scratched from using a wooden spoon, which doesn’t inspire confidence at all, so now we use it without a liner.
We are slowly moving towards using more stainless steel coatings, so that’s definitely important. Safety systems – also. I have a (perhaps irrational) fear of the classic pressure cooker, and it seems to me that I would trust an Instant Pot more easily.
Many people gather at our place, and cooking is definitely a tough task. I would prepare whatever I can to ease the stove, for example, “drob sarma” [a traditional offal dish] and some light soup for stomach relief afterwards.”
“1. Would you choose a combined multi-cooker with an air fryer or two separate appliances (multi-cooker and air fryer) and why?
I currently have two separate appliances, but I would choose a combined one due to lack of space. Back when air fryers first appeared, I already had an Instant Pot, so I got a separate fryer. When I need to replace them, I will get a combined appliance.
2. What is most important to you when choosing a multi-cooker? Stainless steel inner pot (WITHOUT Teflon, ceramic, or other coatings), airtightness, size and volume, safety systems, warranty and post-warranty service in Bulgaria, personal recommendation, or something else?
It is important for me that the cooking pot is large enough, made of stainless steel, and safe. It’s also important that the appliance has warranty service in Bulgaria. My current Instant Pot was bought from Amazon, and I was quite worried if something would happen and I’d need service. Thankfully, everything is fine, but service in Bulgaria is, of course, preferable!
3. Will you include the multi-cooker/air fryer in your festive Easter meal preparations? If yes – what will you cook?
At the very least, I will boil the Easter eggs in the pot. After that, I’ll cook many other things. This is the most used appliance at home, along with the robot vacuum cleaner.”
“I’m for two separate appliances – my fryer is always in use, and the multi-cooker does a great job for soups, meat, and slow cooking. Combined ones somehow don’t handle both 100%. What’s important to me is that the pot has no coating – only stainless steel. I don’t want to eat Teflon pieces.
Yes, I’ll include them for Easter – the multi-cooker is great for meat, and the fryer for side dishes or even for ‘kozunacheni pitki’ [Easter brioche-like bread]. They save me nerves and time!”