To elevate Dawn exposure beyond product talk, we needed to create insights and original research to position Dawn as an industry leader and the voice of the sweet bakery industry. We wanted to use content to create campaigns and encourage bakers to sign up to build Dawn’s database.
We identified and recruited leading food experts as Dawn ambassadors, including in year one food futurologist Dr Morgaine Gaye, year two food historian Seren Charrington-Hollins and year three food and senses expert Charles Spence, Professor of Experimental Psychology at Oxford University. Professor Spence gave the campaign gravitas and enabled us to produce compelling, credible content under the new Sweet Bakeology campaign, culminating in the release of an e-book containing all the Sweet Bakeology articles available free to campaign subscribers.
We generated more than 500 subscribers to the newsletter campaigns, 10+ articles covering the launch and content of the campaigns and more than 25 pieces of original content. This content is still current and is being ‘mined’ extensively for continued coverage.