Social Campaign: Dr.Oetker Faker to Baker
Connector created a five-week competition challenging people to heat up their baking skills!
In summer 2018, Dr. Oetker decided to get Irish people to go from ‘Faker to Baker’ in just five bakes. Connector was invited to connect the online and offline and developed a new voting platform FakerToBaker.com. Evolving from using only Facebook posts as entries in 2017, the new platform simplified the entry process, encouraged people to share and allowed them to vote.
Connector created social media content to sustain the conversation, inspire people by sharing tips and shine the spotlight on main products while elevating the designs to a new level. Each week, Connector curated the best entries which were celebrated on national television.
The results were delicious with 1.9 million social media reach, 270,000 TV reach and 3,622 votes which all led to a 10% increase in overall brand awareness. With 580 bakes entered, Dr. Oetker achieved its goal to encourage bakers to develop a regular baking habit – to bake together and to make the everyday wonderful through baking!