Brief

J&C were asked to come up with fun and viral-friendly ways to get baking enthusiasts to become more engaged with Foxtel's Lifestyle Food channel, coinciding with the channel’s 'Cake Month'.

Execution

We conceived and developed a clever Facebook app to entice foodies around Australia to upload photos of their favourite home-baked cakes.

They were then encouraged to get their friends, family and even new-found fans to vote for their cake in an effort to get the most likes and be crowned the winner.

The bragging right was the real prize, with the appliances and cash prizes on offer almost an afterthought!

Results

The response and engagement from the channel’s audience was simply astounding.

During our first campaign, we increased Facebook followers of Foxtel’s Lifestyle Food channel from 16,000 to a staggering 60,000. When we ran the campaign again the following year, we more than doubled it to over 135,000.