PROGRAM OVERVIEW:
Focus on the emotional reasons we take the time combine yeast, flour and water to bake for our family and friends. To do this we’re serving up concept themes that we’ll use as a guardrail for all the work that we produce. These themes will inspire the work we produce.
This approach will ensure that we’re delivering an inspiring yet consistent message across all touch points.
Year in Review Sizzle Video
MY ROLE: Brought our year-long brand transformation to life through storyboard designs and ensured consistent vision through video production.
OUR INFLUENCER APPROACH
1. Broaden brand appeal by delivering content that will inspire our audience.
2. Drive reach and consideration
3. Aid in strengthening our brand’s SEO
4. Develop content to inspire
5. Credible voice to communicate message
6. Deliver advocacy and adoption
Highlights of OUR INFLUENCER Content
MY ROLE: Worked closely with macro influencers to provide vision direction, providing feedback when necessary.
BUTTERNUT BAKERY
GRANDBABY CAKES
CREME DE LA CRUMB
USER GENERATED CONTENT: A Covid-19 Social Response
With more than just banana bread blowing up online, we devised a plan to motivate and highlight our quarantined bakers. Each week, gathering more and more UGC, we started awarding our bakers MOST WOW-WORTHY, MOST COMFORTING & MOST HEARTWARMING. What started out at a 10 week program, has transformed in to year long with constant content growth. We are so proud of our bakers!
MY ROLE: Ideating our UGC story, gathering content while creating and updating a template for weekly posting.
OUR SPOKESPERSON APPROACH
with Rosana Pansino, YouTube’s Top Baker & Cookbook Author
with Rosana Pansino, YouTube’s Top Baker & Cookbook Author
Rosana created three recipes using Fleischmann's Yeast, along with YouTube video content to walk her viewers along the recipe.
Caramel Apple Cinnamon Rolls
Pull-Apart Candy Cane Pizza
Pull-Apart Pizza Tree
PRINT MATERIALS
Leverage a spokesperson in F'21 to deliver breakthrough for our brand including content inspiration, education and confidence for our Scratch Enthusiasts and Baking Hobbyists to bake easy, delicious homemade recipes with Fleischmann's yeast!
