Situation

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.

Objective

Increase awareness and drive trial of Platinum Yeast from Red Star, while also encouraging digital engagement among a community of millennial bakers via social media and increased web traffic.

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

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.

315,000 video views are captured during the campaign More than 135,000 Red Star Yeast website views 3 million impressions through Pinterest