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World Baking Day Case Study

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by

Come Round

on 24 June 2014

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Transcript of World Baking Day Case Study


WORLD BAKING DAY HOUSE PARTIES

Our

18-20 & 25-27 JANUARY 2013
GALLO - PROJECT REPORT
To bring to life
World Baking Day
Brief &
We ensured every host and guest each used their Stork to bake a cake to take along to their World Baking Day party
Fresh, unique and extremely PR friendly
Brought to life World Baking Day
D2C. Engaged Stork's target market for an average of 4 hours nationwide
Gave Stork the most informal and effective sampling environment possible
Rewarded loyal brand ambassadors
Created an organic marketing buzz - buzz that traveled far beyond the events themselves. Guaranteed conversation topic the next day
Crowdsourcing - harmonious and unique combination of social and offline
Generated masses of UGC
Mailing list opt-ins from partygoers
Created a real sense of community by uniting the UK under a common (fun) cause
Comprehensive consumer insight report using data collated from all partygoers
Supported Nielsen findings that recommendations from friends & family = the most trusted form of advertising (Nielsen Apr 2012)
Benefits
Drove Awareness & Sales
We recruited 100 hosts through our bespoke influencer identification model based on target audience demographics, social influence levels and category influence.
We prepared & shipped
World Baking Day themed party boxes to each influencer (host) inc 10 tubs of Stork for hosts to give to guests
We ensured those 100 influencers (hosts) each invited 9+ guests.
So 1000+ partygoers in total.
We handled all customer service enquiries from hosts
& guests
We even sneaked a
Golden Ticket inside the party pack of 1 lucky host giving them £100 of Pyrex product
We devised strategic activities to meet Stork's objectives - Best Group Photo & Best Decorated Cake
We sourced approved brand partners, e.g. Cake Angels' many decorations added to each party pack
We drove partygoers online for far wider social media reach from the campaign
We collated insight from all partygoers
We provided feedback to Stork
Response...
Objectives
We got Stork's target market to do their marketing for them
AND
GET
BRITAIN
BAKING
100
1st place
2nd
place
3rd
place
Best Group Photo
1st place
2nd
place
3rd
place
Best Cake Photo
Full transcript