The RATIONAL iCombi Pro Webinar.
Educate. Engage. Amplify.
- Built on application
- Driven by outcomes
- Designed to scale
Strategic content across social platforms positioned the iCombi Pro around real kitchen needs — building visibility, creating interest and encouraging registrations ahead of the live session. Alongside it, ICCA's own channels — the Foodverse app and the ICCA × Foodverse chef database — carried the invitation directly to a professional audience.
The campaign extended beyond social media, reaching chefs directly across the ICCA × Foodverse ecosystem. The webinar was promoted through a high-visibility banner in the Foodverse app's What's New carousel, supported by a dedicated reminder emailer to the ICCA × Foodverse chef database.
Alongside the owned channels, a run of organic posts carried the iCombi Pro into professional feeds across Instagram, Facebook, TikTok and LinkedIn — product-led creative built around real kitchen questions, each post routing back to the registration page. A representative selection is shown below.
Top post: 9.4K views
Top video: 6.8K views · 132 likes
2.94% overall CTR · 5.69% peak CTR
A multi-format, multi-platform approach helped the campaign work across different stages of attention: Instagram and Facebook built visibility, TikTok amplified video discovery, while LinkedIn delivered measurable traffic and intent.
live engagement.
The campaign converted awareness into registrations for the RATIONAL Live iCombi Pro Webinar, bringing together an international audience for an in-depth product demonstration and live learning experience.
The 171 registrations spanned 48 countries; the live room narrowed to 23. Among the 84 registrants who supplied a city, Dubai led with 26, ahead of Abu Dhabi (8) and Sharjah (3). In the live room itself, 25 of 52 attendees — 48% — joined from the UAE.
- Cooking applications & alternatives to frying
- Oven sizes & suitability for different kitchens
- Creating and editing cooking presets
- Cleaning-cycle costs
- Product pricing
- Cooking temperatures & nutritional value
Audience questions moved beyond the demonstration into practical product consideration — covering cooking applications, equipment sizing, presets, cleaning costs and pricing.
The live session was extended across social media, allowing wider audiences to discover the iCombi Pro in action, follow the demonstration in real time and engage with the content as it unfolded.
8.5K likes · 95 comments · 25 shares · 80 new followers
TikTok became the strongest live discovery platform, combining scale with real-time interaction during the iCombi Pro demonstration.
Facebook added another layer of live reach, extending the session to audiences already engaged with ICCA’s social community.
Live social coverage significantly expanded the webinar’s digital footprint, generating 14.8K views across TikTok and Facebook and creating real-time engagement around the iCombi Pro experience.
TikTok’s LIVE viewer insights show who actually watched. The audience skewed decisively professional — 93% of viewers were 25 or older, with the 25–34 band alone accounting for 55%. Regionally the UAE led at 30%, followed by Saudi Arabia at 17%, giving the live session strong relevance across ICCA’s core GCC markets.
Source: TikTok LIVE viewer insights for the iCombi Pro session. Percentages are shares of live viewers as reported by the platform.
Strong reach across the UAE and the wider GCC — 93% of live viewers were aged 25 and above, and 55% watched from the UAE, Saudi Arabia, Kuwait and Qatar, placing the demonstration in front of a working, regionally relevant kitchen audience.
Sections 01 and 03 totalled: the pre-event build-up and the live broadcast, taken together. These figures count views and impressions on social platforms only — they are reported separately from webinar registrations and attendance, and the two are never added together.
The full iCombi Pro webinar was published on YouTube, giving audiences continued access to the demonstration beyond the live event.
What the campaign proved
The webinar drew buying intent, not just views
171 registrations from 48 countries converted to 52 live attendees from 23 countries — a 30% attendance rate — with questions about sizing, presets, cleaning costs and pricing signalling active product consideration in the room.
Awareness was engineered, not assumed
32 posts across four platforms produced 110K+ social views and impressions before the session opened, backed by a Foodverse homepage banner to 22K+ users and an emailer to a 30K+ chef database — the registration list was built on sustained visibility, not a single announcement.
Each platform did a different job
Instagram and Facebook carried reach at 77.2K+ views, TikTok drove video discovery at 28.3K, and LinkedIn converted attention into traffic — 135 clicks with a peak CTR of 5.69%.
The live stream reached beyond the webinar room
14.8K live social views across TikTok and Facebook, with 429 peak concurrent viewers and 80 new TikTok followers — a separate audience from the 52 who attended the webinar itself.
The social media screenshots throughout this report are a representative selection.
Further social evidence — full platform analytics and post-level breakdowns — can be provided on request.