The Great British Bake Off
for Channel 4
It's safe to say that people were pretty upset when it was announced that GBBO would be leaving the BBC and coming to Channel 4...
To calm the nerves and re-excite people, we reminded everyone how the love and joy of baking can bring people together. The biggest task for social was to make it clear that it was the same old show that people knew and loved.
Snapchat filters, gifs, and clips
We partnered with the illustrator from the show itself and created a set of Snapchat Filters showing different baking puns, counting down to the launch of the show. Social promos housed the best clips and sexual innuendos of the new series, and GIFs announced each week's theme reinforcing that the format hadn't changed one bit. Pop the kettle on and enjoy the same old Bake Off, just as you ordered.
Hollywood handshake
The first episode consolidated at 12 million viewers - higher than the first launch on the BBC - brought in Channel 4's biggest audience for 5 years and became the biggest series on TV for 16-34s in 2018.
The following seasons
After a successful first season, we have continued to promote Bake Off ever since. Some other stand-out moments were getting Peter Serafinowicz to voice over an ASMR film we made for YouTube, creating a couple of Bake off Lenses, and getting Raul (winner of Bake Off Series 9) round my kitchen to send some ‘Sweet Tweets’ to fans of the show.