Masak Apa Hari Ini

Be an authority in cooking and​ established as the go-to resource ​for home cooks.

To increase top-of-mind awareness for Unilever Food through compelling content, our goal was to create a content hub and become a brand publisher that would grow a loyal and organic audience. Providing relevant and useful content for users who are looking for cooking inspiration.​

We aim to be in the first organic positions on Google and become the Top 5 Cooking Platform in Indonesia within the first three years ​of inception. Our long-term goal is to successfully drive strong organic traffic, gathering 1st party data, that would reduce media spend across Unilever Food digital activities.

We launched MasakApaHariIni.com (MAHI) in April 2018, a recipe-based content hub that would be a source of inspiration for home cooks in Indonesia – making cooking accessible, easy and fun. ​We’ve designed a ‘publisher’ structure platform delivering a high-volume of content production.

Our approach:

– Assessed the opportunity of the food category

– Developed personalized content

– Implemented constant technical optimization

– Engaged with MAHI consumers through inspirational content on social media

– Extend to conversion by providing recipe inspirations on marketplace platform

Masak Apa Hari Ini (MAHI) provided massive traffic, exposure and engagement for Unilever Food brands, owning data for retargeting, and established as a top food authority in Indonesia under 2 years.

In the span of April 2018 to October 2020, MAHI reached 66M organic page views becoming Indonesia #1 branded recipe website. MAHI also ranked at #1 on Google search page with more than 10,000 keywords.