Image credit: Telegraph

Successful social media: #GBBO

  • It’s the nation’s favourite, Great British Bake Off. The show is well into the new series now and we are getting to know the characters and alongside all of that, social media is the place to be.
  • Next time you’re watching it, just take a look at Twitter and see just how many brands are interacting with #GBBO and have carefully scheduled marketing campaigns and social messages to align with the theme of the episode.
  • In this week’s episode, making jaffa cakes was the technical challenge. And after the item featured on our screen, online grocery searches in the UK for ‘Jaffa Cakes’ rose by 136 per cent. Sainsbury’s has reported an increase in online searches for the ingredients used to make Jaffa Cakes since the episode aired and inspired bakers to try it for themselves.
  • The Jaffa Cake bake also fuelled the online sphere with many Twitter users expressing disgust at Paul Hollywood’s plan to dunk a jaffa in a cup of tea. Nearly 3,000 people took part in a GBBO Twitter poll on whether jaffas should be dunked or not.

 In other social media news…


River Island launches in-store Snapchat filters

  • Snapchat has now partnered with River Island to bring bespoke branded filters to Snapchat users which only activate in-store.
  • This is the first time this has been introduced for Snapchat.
  • The new ‘Snap & Share’ campaign allows River Island shoppers the chance to access bespoke filters and enter their competition to win a £1,000 shopping spree and digital camera.