The Challenge
British gift and gadget inventors, Wow! Stuff, wanted to support the sale of its ‘The Great British Bake Off’ licensed range in Debenhams.
How We Helped
Working with licence owners Love Productions we assembled the #BakingSquad – a team of former Great British Bake Off contestants with a combined follower number of 240,000, to act as ambassadors for the range.
Testimonials, images and video reviews were used to excite the press and promoted by contestants across their social media channels.
In addition EPR launched the #GBBOMugOff competition, a social media baking competition which asked people to bake microwave cakes in mugs and share pictures of their creations. The Baking Squad took part to encourage participation from followers. This was supported by a promoted post campaign to boost online engagement as the show aired.
And last but not least, review pieces were set up with the biggest baking bloggers and key online influencers, to drive traffic to the Debenhams ecommerce website.
