October 21, 2016

The Hummingbird Bakery Cookbook

The Hummingbird Bakery has gone from strength to strength since it opened its first shop in Notting Hill in 2004. The American-style bakery recently approached creative agency The Big Shot to help them run an expansive campaign increasing engagement through their social media channels.


The Method:

The Big Shot came up with a comprehensive distribution plan and which ran across The Hummingbird Bakery’s social media network, with a series of short films, mixing video recipes with short, time-lapse teaser films of cookies baking and cakes rising. They also engaged influencers with audiences which were in keeping with Hummingbird’s brand personality, and ran pieces in Cake Decoration and Baking Heaven Magazine. On top of this, they designed a successful competition for active online community Made For Mums.


The Result:

The campaign was a tremendous success, with a total reach of 896,073 on Facebook and Instagram alone, with a CTR remaining between two and four per cent (against an industry standard of 0.5 to 1.25 per cent). The Hummingbird Bakery’s recipe book climbed from sixteenth to second on the Amazon baking book chart for the duration of the campaign, and the company are now being contacted by bloggers organically to work with them. The campaign sparked an incredible conversation, with 230,272 successful engagements, placing the American bakery firmly on the social media map.