What makes cake a good cookie, we don’t know, but what we do know is what makes a campaign work. The latest proof of this is our Spring 2023 concept for Dr. Oetker. Our double, Instagram and TikTok campaign, supported mainly by influencers, exceeded the number of planned click-throughs by 11%.
There's an English saying that good friends can change the world over a cup of tea and a slice of divine cake. There's no shortage of fantastic cake recipes on the sütnijó! website, so the ingredients were already there for a bit of world-changing. Our mission for the sütnijó! was to reinforce the yearly recurring idea of "Baking at home is fun". The campaign involved influencers who had a sufficiently high reach among the defined target group.
The campaign, which ran from March to early April 2023, was targeted women aged 25-59 in AB status households with an interest in baking. In addition to promoting the sütnijó! recipe site, we also aimed to increase demand for Dr. Oetker baking essentials (especially Instant Yeast, Baking Powder and Vanilla Sugar).
Implementation and results
For a site that collects recipes for cakes and pastries, the Easter period is of particular importance, and competition on the market is also more intense during these weeks. In the campaign, we wanted to evoke the experience of family dinners and friend visits on various social media platforms. To do this, we needed influencers who resonate well with the vibes we were presenting. Also, an important consideration in the selection of influencers was to focus on authentic content creators. That's how we chose Zsófi Mautner, among others, who had the largest reach in the campaign with a following of nearly 70,000. At the same time, Lilla Vitális presented our spring concept to her 20.900 Instagram followers.
We conquered social media
Alongside Instagram, our Easter campaign ran on TikTok, where we enlisted the help of Paulina Suga, a baking and cooking pro with 76,800 followers. In each case, we produced charming video content featuring recipes created by the invited influencers, all of which were closely linked to the Easter menu and ingredients offered by Dr. Oetker. Our most popular video has been played more than 16,000 times and received more than 400 likes. In the end, the campaign garnered 154,000 clicks. And for just 87 forints per click spent, we can say that our partner got a sweet deal.
@sugapaulina A brióst fonhatjátok is, tekerve kicsit gyorsabb🙈😃 Süssetek most is a Dr. Oetkerrel valami finomat, húsvétra remek a sonkához is🤤 (mondjuk málnával még nem próbáltam) #reklam #droetker #husvet #brios ♬ Cooking Time - TonsTone
@sugapaulina Az elkészítésénél már csak az evése megy gyorsabban😋 Idén is remek dekortermékekkel készült a Dr. Oetker, alig vártam hogy kipróbáljam valamihez😍 A húsvéti asztalra dísznek vagy ajándéknak is mutatós, gyerekek tuti szívesen elpancsolnak vele🙈 Színezett fehércsokit is lehet a díszítéshez használni🐥 #otthonsutnijo #husvetikeksz #droetker #husvet ♬ eredeti hang - Paulina Suga
A spring treat for vegans
In parallel with the promotion of the sütnijó! site and traditional Dr. Oetker products, the launch of the company's new Cuisine Vega products. As we're talking specifically about vegan ingredients, the challenge was to find vegan communities on social media platforms. The campaign involved vegan influencers who could authentically present Dr. Oetker Cuisine Vega vegan cream.
While Veganeeta (Anita Árvai), vegan restaurant and magazine owner, linked a grilling experience to the product and created a characteristically sophisticated recipe video, Eszter Fancsikai - a vegan member of the well-known "nemakarokbeleszólni” trio – created funny content for the audience. The latter proved so successful that other influencers recommended them to their followers, generating additional views for the content.
And the success didn’t end there either, with the most viewed video having been played over 98,000 times and receiving over 5,000 likes.
