FMCG PR: Finding Star Bakers for Oven Pride

Our FMCG PR client, Oven Pride, wanted to raise its profile amongst a relevant, national audience.
Here’s how we ensured the brand did just that.

Objectives

To make sure Oven Pride was part of the buzz and conversation around Great British Bake Off –
a highly relevant opportunity for Oven Pride to engage with a foodie audience.

Strategy & Plan

The campaign ran during the same period as the 2017 series of Channel 4’s Great British Bake Off,
a show that’s relevant to the brand thanks to the obvious connection between cooking and cleaning.
As such we decided to take advantage of this opportunity.

We began by launching Oven Pride’s own Star Baker competition, with winners walking away with
a weekly bottle of the brand’s product, and an overall hamper filled with baking goodies once the TV series had finished.
To be eligible, entrants had to send images of their best bakes via Facebook and Twitter.

Throughout the series, we live tweeted during each episode, helping grow Twitter engagements
and impressions. #GBBO was included in all posts, meaning the brand was involved in conversations organically.

We had a focus on baking content, tips and hacks whilst the series ran.

Measurement & Evaluation

We measured success based on total engagement and impressions on social media platforms.

Results

The results can be broken down as follows:

  • Twitter engagement rate 6.8% (1% industry average)
  • Twitter impressions numbered 69,729
  • Twitter engagements numbered 4,724
  • Facebook engagement rate 1.6% (1% industry average)
  • 53,819 Facebook impressions
  • 858 Facebook impressions
  • Total engagement across platforms of 4.5% (1% average)
  • 232 entries for Oven Pride Star Baker, a largely organic campaign
  • Overwhelmingly positive sentiment