March 19, 2019

Betty Crocker Does Valentine’s Day Right!

When words aren’t enough, say it with Mug Treats by Betty Crocker.

This Valentine’s Day, we wanted to take a little de-tour from the typical lovey dovey campaigns and add some humor to Betty Crocker’s strategic approach.

Why is it all about women on the big day? This year, we took on the challenge to target the men of the region. With the goal to poke fun at gender stereotypes, our campaign aimed to create light, humourous content pieces, whilst communicating the benefits of Mug treats – as they are easy for everyone.

I mean, what better way to say I love you then with dessert! And that’s how our campaign #ManliestThing came to fruition.

We created a series of voice-over led videos ( showcasing examples of ‘ridiculously manly’ behaviour all ending with “Baking for her” as the manliest thing you could ever do.

We then asked users to share the #ManliestThing that their loved one has done for Valentine’s Day for a chance to win a trip for two to Paris, on Betty Crocker!

The campaign generated some serious love:
The videos outperformed the KPI by an incredible 321%, with a total of 801K engagements
It also generated a VTR of 17.36% (above industry benchmark), despite not being optimized for views
150 people took part by sharing their #ManliestThing

Moral of the story is a little humor never hurt nobody – especially when it comes with a bit of cake!

WIN a trip for 2 to Paris! 🇫🇷 With Valentine's day right around the corner, we want to know what #TheManliestThing you or your loved one has done, by sharing an image in the comment section using #TheManliestThing.*Only comments with images will be accepted.

Betty Crocker Arabia यांनी वर पोस्ट केले सोमवार, ११ फेब्रुवारी, २०१९
June 7, 2018

Betty Crocker Mug Treat Videos Receive Highest VTR to Date

How many times have you craved a mouthful of deliciously warm, freshly baked cake? If you’re anything like us, it’s all day every day. But how do we find time in our busy days to create these masterpieces from scratch? With Betty Crocker’s brand new unique range of ‘Mug Treat’ cake mixes, we can all prepare fresh, hot cake in a minute, and all you need is:

  • x1 Mix,
  • x1 Mug,
  • x1 Microwave,
  • x1 Minute!

We wanted to announce the launch of Betty’s brand new innovative products with a bang on social, but with our audiences ever shrinking screens (and attention spans!) we knew we had to make our content short, snack-able and impactful to standout on busy newsfeeds. So we created a series of Instagram friendly indulgent ‘How To’ videos with quirky on screen supporting text – each lasting no more than 25 seconds in length to capture and retain our consumers attentions.

Our recipe for success certainly worked! Over the space of x2 weeks our videos received a VTR at more than double the industry standard, and our highest ever yet for Betty Crocker. We also saw a staggeringly high completion rate – topping that of any video we’ve ever posted for the brand, and showing our audiences clear appetite and interest in our short, snappy video content.

Take a look at any of our videos to see what we mean – you’ll be instantly hooked! And if you’re in need of any further inspiration to get creating these delicious treats, find our helpful list of perfect consumption moments below…

You’re welcome!

1) Munch a Mug Treat at your desk

When you’ve hit a wall and you have a deadline. What better pick-me up than a delicious Chocolate Brownie Mug Treat

2) Indulge whilst you Netflix & Chill

The ultimate snack to consume whilst hiding from the heat outside.

3) Impress your pals during the Footie

With the World Cup just round the corner, get your cupboards stocked with all x3 flavours (our favourite is Blueberry Muffin!)

4) Have a well earned study break

Make the moments of madness a little more pleasant with mouthfuls of sumptuous chocolate cake.

5)  Say you’re sorry with a tasty treat

When there’s no time for flowers, whip up a Mug treat – once you place that steamy, gooey mug full of goodness in someone’s hands – they won’t be mad for long!

6) Enjoy cake perfection with your gal pals

The perfect ‘girls night in’ treat for yourself and friends. Make all x3 flavours, we guarantee each of you will pick a favourite, a lot quicker than agreeing on what film to watch….

Influencer Contracts
May 10, 2018

Influencer Marketing: ‘License and Registration please!’

The Federal National Council is calling for a closer look at social media influencers and their content. Members shared their concerns regarding the disclosure of paid collaborations by influencers; as it infringes on a consumer’s right to transparency for advertising.

This distinguishing of paid and unpaid content was made mandatory by a new electronic media regulation system that was launched by the National Media Council in Feb 2018. As part of the new system, all influencers and bloggers now require a license to operate & work on collaborations before the end of June 2018. The licenses are believed to help regulate the enriching of social content. It also helps ensure that the content is in line with the country’s cultural values whilst simultaneously promoting the freedom of expression and creativity.

Penalties for failure to comply will include fines of up to AED 5,000, a verbal or official warning, and/or closure of the website or account.

So – what can we do to be vigilant in our influencer collaborations?

  • Keep collaborations transparent; have the influencer content feature ‘#ad’ or use the ‘Paid collaboration’ content badge feature on Instagram to ensure consumers know about the partnership.
  • Work with influencers as if they are suppliers: too many brands and agencies can be guilty of just sending products to influencers without any proper paperwork in place. Make sure to create contract and supplier POs to clearly list out deliverables and ensure that everyone is aligned.
  • Work with licensed influencers: request for copies of their licenses up front and refer to them on your supplier POs.

To learn more, please click through to the full article here, and discover Socialize’s top 5 reasons for using influencers as part of your marketing strategies for 2018.

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