Lamana

When Pasta Turned Every Job Into Cooking

Summary

In the one-month campaign "Anyone Can Be a Chef", Mana with Lamana’s creative direction proved that anyone, no matter their job or lifestyle, could cook with pasta. The result: a full-funnel, multi-format campaign blending influencers, creative content, gamification, and media to bring the brand into everyday life.

267.26M

Impressions

27.1M

Total Reach

1.19M

Engagements

Solutions we provided

Creative Content Design

From viral clips to animated CGI and stop motion, Lamana developed a visual storytelling system that made the campaign accessible, relatable, and entertaining. Each format highlighted one key message: cooking with Mana is for everyone.

Influencer Marketing

We selected 15 influencers across diverse verticals, including cooking, modeling, technology, lifestyle, carpentry, motorsports, nature, and voice acting. This diversity drove broad reach and authenticity, resulting in:→ 26MVideo Impressions / 16.8M Reach / 1.1M Interactions

Gamified Landing Page

The campaign’s landing page featured an interactive game experience, designed to increase user engagement and retention.120K Unique Users / 15s Avg Session Duration / 950K Game Winners / 1.5K Direct Leads / 53s Avg Game Session

Digital Advertising Performance

Our Display Ads (both native and static) generated 230 million impressions, 192,000 clicks, and brought in 135,000 visitors across 12,000 websites and apps.Web Video Ads received 4.7 million views and 148,000 clicks across 850 sites. YouTube Ads achieved 79,800 views. Shout-Out Promotions included 1,200 posts, reaching 8.6 million users and generating 2,500 interactions.

Social Media & Twitter Results

On Instagram (Brand Media), we achieved 3.1 million impressions, 1.7 million in reach, 18,000 interactions, a 5.2% engagement rate, 20,000 hours of watch time, and gained 5,454 new followers. For Twitter (Organic + Influencers), the campaign generated 460,000 impressions, 68,000 engagements, a 5.42% engagement rate, 154 new followers, and activation of 20 Twitter influencers.

Project Info

Over 30 days, Lamana launched a cross-platform campaign for Mana under the theme "Anyone Can Be a Chef". From a carpenter to a tech expert, a model to a voice actor, individuals from diverse professions were shown cooking delicious meals with Mana pasta. To bring this idea to life, we produced three viral videos, two CGI animations, two stop-motion animations, and three photomontages all focused on making cooking look fun and universally accessible. Fifteen influencers from various fields shared the message in their voices. The campaign extended into gamified landing experiences, digital ads, YouTube, Twitter, and shout-out promotions, turning the idea into a national conversation.

Creatives

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