Betty Crocker | Experiential Campaign
Listening
To the client
Betty Crocker wanted consumers to keep its products in their minds post-pandemic. But in reality, Betty Crocker wanted to connect with consumers by showing them that their baking ingredient products can positively add to their consumers’ lives even in a post-pandemic world.
To data
Sales are expected to decline 6% in 2021 as consumers resume some out-of-home activities. Scratch bakers will remain strong but shortcut bakers will most likely stop baking.
To consumers
Pandemic bakers baked as a way to treat themselves, a form of entertainment and relaxation while stuck at home. 24.7% increase in sales.
But who are these “pandemic bakers“?
Optimistic Millennials
•Millennials struggle to find time-saving creative activities to stay emotionally healthy—they get bored easily.
•Worry about taking a shortcut and not feeling optimistic about progress in their new ventures—They see progress as success.
Engaging
The questions
-What’s going on in the market?
-What are Millennials like?
-What do Millennials think about cake mixes and baking products?
What’s going on in the market?
BC’s products are expected to decline. Some scratch bakers will remain strong but not shortcut bakers
What are millennials like?
Millennials like to be optimistic about the progress in any activity they do. In seeing progress, they nourish their minds.
How’s the brand perceived by them?
BC’s practicality is seen as lazy, doesn’t require any effort, therefore, Millennials don’t consider integrating it as part of their daily lives.
Selected sources: Mintel | Statista | WARC | Forbes | eMarketer
Decoding
Key findings
Millennials need time. Having shortcuts means they will have time to get more creative and generate ideas
Key findings
Betty Crocker offers shortcuts to maximize time and create more that allow Millennials to see progress as they create while maximizing time
Insight: Millennials see progress as an accomplishment
and as a way to keep their minds healthy by keeping busy.
Responding
Strategic Message: Betty Crocker’s products aren’t dull.
They let you craft endless desserts with just a few shortcuts
The Experience
Measuring success
Business Goals
•11% increase in sales
•65% consumer retention
•37% increase in website traffic
Time-based
•5M impressions
•210k+ reach
•13%+ engagement
Experiential
•87% participation
•220k + reach on social
•10k+ follower increase
Social Media
•50M+ impressions on social (through influencer)
•40% increase in user-generated content
Public Relations
•7+ organic media outreach
Work by:
Research, Strategy & Production:
Amy Perez and Lisa de la Paz
Production Designer:
TinTina by AG
Video Production:
ShotbyEdy_
Graphic Designer:
Roberto Javier Quintero