Unilever 'World Baking Day'
Content lead on World Baking Day 2013, a global initiative for Unilever's margarine brands.
We knew that people love baking. For themselves, for others, for national holidays or for the sake of a bored Sunday, cake-making has become an enormous social trend. We wanted to harness some of this edible goodness to help Unilever global margarine brands establish and maintain a key connection with their audience.
For 2013, our concept was Bake Brave. We curated 100 recipes from our 19 involved markets, from celebrity chefs and novice home bakers alike, and ranked them from one to 100 in difficulty. These were displayed in a beautiful, award-winning responsive website, where we encouraged our global audience to not just choose a recipe, but to push themselves to attempt one higher than their assumed baking level.
We ran a command centre in the run-up to Sunday 19th May - the big day - using Facebook, Twitter, Vine, YouTube, and of course the goodwill and involvement of our 100 Ambassadors, to spread the World Baking Day message. The campaign was a huge success, reaching 19 million people in more ways then we had ever imagined.