To cultivate the content that existed online across the brands owned channels, build the community and develop relationships with key influencers.
What we did
Using social media tools, we were able to identify where influencers were choosing to share content across their own networks and where they were engaging with their communities.We engaged with influencers and fans of baking in order to connect with a community that had a strong affiliation with the brand, who may not be directly mentioning them online.
The aim was to surprise and delight the target audience and make them aware of the brands presence online, while engaging with high ranking influencers, whose content was aesthetically pleasing and repurpose the content on the brands own channels with their permission.
We repurposed high quality UGC of cakes and tips to inspire bakers following the channels to show the ease of recreating something extraordinary, and created original content for the Betty Crocker community.
As a result of combining owned and user generated content, we were able to generate high volumes of conversation and excitement when new content was posted; as well as increasing brand trust and loyalty.