Red Star Yeast Platinum Moments Spark Inspiration with Home Bakers
The Work
Platinum Moments are all about making memories in the kitchen with family and friends. To help spark these moments, Red Star Yeast, along with baking influencers and professionals, want to provide inspiration with step-by-step recipe tutorials for baking success.
Approach
We center the Platinum Moments campaign around a series of Bake-Along videos, each featuring a baking professional, expert or chef. Home bakers are encouraged to follow along, step-by-step, to learn several unique, but easy recipes inspired by popular baking occasions throughout the year – from holiday celebrations to family pizza night.
Each expert provides tips and teaches techniques for baking success. To increase engagement, Red Star Yeast hosts Facebook and Instagram Live events with each expert to give their audience an opportunity to connect with and ask the experts questions in real-time. To increase awareness even further and showcase how easy it is to use Platinum Yeast, Red Star leverages partnerships with several social influencers in the baking community, showcasing their own Platinum Moments and baking success with Platinum Yeast
Tools for success in the palm of your hand
Available on YouTube, Pinterest, Facebook, and Instagram, step-by-step baking tutorials helped equip bakers with the confidence and know-how for yeast baking success, while baking influencers helped bring each recipe to life, driving even more viewers to Platinum Moments content and the Red Star Yeast website.
Driving Discovery Through Pinterest
The power of Pinterest helped garner more than 3 million impressions, making the platform the largest driver of impressions and site traffic for the campaign.
Results
Nine recipes are brought to life with the help of celebrity baking experts and social media influencers, with the full campaign generating 6.7 million impressions.
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315,000video views
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135,000+website views
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3Mimpressions
