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José Namén
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Case 08 · Northfork · Unilever (Knorr, The Vegetarian Butcher) with Mindshare

Shoppable campaign pages for brands

Page editor · Brands · Social-to-commerce

Illustration of a smartphone playing a short cooking video beside a bowl of vegetable soup and stock cubes, with a tablet showing a shoppable recipe page and an add-to-cart card for vegetable stock cubes.
Original illustration created for this site — not a photo of the real product.

Challenge

Brands inspired people with recipes on social media, but purchase intent was lost between the scroll and the basket.

My role

Product Manager for the Campaign Site Builder.

What changed

  • — A page editor so brands can launch campaign sites without developers.
  • — Conversion elements: the full recipe, featured brand products and one add-all-to-basket button.
  • — Ingredients matched to the stock of the shopper's preferred retailer.
  • — From TikTok, Instagram or Pinterest, shoppers land on the page and buy in one click.

Business impact

  • Up to 20% social-to-checkout conversion.
Up to 20%
social-to-checkout conversion

Published result for The Vegetarian Butcher (Unilever). Source: Northfork

What this demonstrates today

A tool that lets brands move at campaign speed without engineering time — closing the gap between inspiration and purchase.

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