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Jamie Oliver’s Food Tube has teamed up with Hotpoint.

Brief Overview
Hotpoint partnered with Jamie Oliver’s Food Tube channel to promote their range of stylish intelligent kitchen and home appliances.

Over a 10 week period fortnightly video recipes from award winning chefs and Food Tube stars inc. Gizzi Erskine, The Happy Pear and DJ BBQ offered the chance to win amazing prizes to help you #LOVEYOURKITCHEN. The brief was simple, to promote the Hotpoint intelligent kitchen and small home appliance collection.

 

The Challenge
Rabbit & Hare created an effective strategy to encourage repeat visits over the 10 week campaign and to encourage the use of #LOVEYOURKITCHEN on Twitter.
Using a combination of online video, campaign advertising, social channels and celebrity chefs to encourage visits to the campaign site, a ‘watch and win’ competition mechanic gave the chance to win amazing Hotpoint appliance prizes and five runner up prizes.

The Approach

The 10 week campaign was split into 5 individual fortnightly competitions, each with it’s own prize, online recipe video and celebrity chef. Each chef shared their ‘Ultimate’ take on a comfort food classic with DJ BBQ’s Ultimate Turkey, Cupcake Jemma’s Ultimate Sponge, Gizzi Erskine’s Ultimate Roast Potatoes, Shepherds Pie and The Happy Pears Ultimate Vegan Lasagne.

The results
Rabbit & Hare created a joint branded campaign page to host all competition videos, the single page design was optimised to work across all mobile and desktop devices. A suite of online advertising banners accompanied each competition to promoted the recipe, competition and the #LOVEYOURKITCHEN hashtag. The campaign page was optimised throughout the 10 week period in order to maintain competition entries and encourage repeat visits and entries. Facebook and Twitter were the chosen social channels to share with friends and to promote to a wider audience

Results
Nearly 8,000 Entries to the competitions in the 10 week period
1:30 page dwell time
10,000 unique page hits

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