Nestlé cooks up piping-hot content for its first online series
For 75 years, Nestlé Toll House has been providing recipes that include its products on the back of its packaging.
Now, it’s taking that digital.
For the first time in its history, the company is launching an online baking show called “Bake my Day,” created by agency J. Walter Thompson, exclusively on YouTube. Hosted by YouTube star Ashley Adams, who also co-hosts YouTube cooking show “Feast of Fiction,” the five- to seven-minute episodes appear on a dedicated cooking channel, called “Very Best Baking.”
“There is just so much happening in the digital space in terms of food,” said Amy Lawrence, Nestlé’s marketing director. The company estimates that there are more than 300,000 people turning to YouTube for cooking demos every day. Of course, a large part of those are millennials or what Lawrence calls “new bakers” who need a little extra guidance in the kitchen.
The company has released three episodes so far, with about eight more to go. Under a “Bake My Day” series title, each episode focuses on a certain item like Scotcheroos or chocolate quesadillas.
It says it has seen an average watch time of two minutes and 15 seconds and there has already been a 45 percent jump in subscriptions to the channel in the last month. The three episodes in total have just over 110,000 views.
“Our point of view is brands like Toll House can’t just talk at consumers,” said Chad Baker, creative director at J. Walter Thompson. “We wanted this series to be engaging and entertaining so it had to provide some cool context but also the information.”
But while YouTube clearly made sense for the brand because of its heavy millennial audience looking for cooking tips, the brand has consciously steered clear of Facebook video. Advertisers have said that “watch time,” a unique measure YouTube offers that focuses on how long people spend on the platform is what appeals to them. That’s despite Facebook’s massive growth — 4 billion-plus views a day — because Facebook focuses more on view counts, not watch time.
Lawrence said that only teasers are being shared on Facebook, organically — as well as on other social media accounts like Twitter or Instagram. “With the release of the series, we want to ensure we establish our YouTube channel as a resource for bakers of all ages and skill levels, so other channels drive back to our YouTube channel to view the full episodes,” she said. “As a brand, we continue to explore the value of long-form content on Facebook, as video on the platform continues to evolve.”
“When we looked at the cooking content on YouTube, we thought about how that was so successful,” said Lawrence. “We wanted to partner with someone with an existing fan base. That’s where we identified Ashley.”
Baker added that Adams’ personality also pushed the team to focus more on long-form videos where her personality can shine through — such as in the above episode where she talks about football while wearing her team’s jersey. “We framed a lot of it around Ashley and her life,” he said.
‘We’re letting Facebook grade their own homework’: Here’s how advertisers’ desired changes differ from overall boycott
The overall goals of civil rights advocates organizing the boycott differ slightly from those of advertisers.
How Facebook’s brand safety audit with the Media Rating Council will work
The MRC audit will determine whether Facebook has applied an advertising adjacency standard into its brand safety protections.
Member Exclusive‘Are you going to put people over profit?’: As Facebook boycott continues, DTCs still running ads on the platform in a tricky spot
The Facebook boycott is part of a larger cultural shift towards a more “values-based consumerism.”
SponsoredWhy data clean rooms are a start, but not enough
Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens, but the greater opportunity for all brands is bringing together all of their data to create a single source of truth that they own and can continually enrich.
WTF is California’s new, and potentially stronger, privacy law?
In November, California residents will vote on the state's second privacy law, which is basically the CCPA 2.0
‘Influencer deals are being paused’: As Facebook boycott begins in earnest, influencer marketing feels a sting
The latest move to pause influencer marketing comes as marketers are not only reconsidering where their ads appear and the kind of content they appear next to, but as they work to figure out how they can better support Black creators and Black-owned businesses following the Black Lives Matter (BLM) protests.