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Home / Reclame / Fast-Growing Nothing Bundt Cakes Steps Up its Game & Adapts Ongoing Activation Tactics to Address New Branding Goal

Fast-Growing Nothing Bundt Cakes Steps Up its Game & Adapts Ongoing Activation Tactics to Address New Branding Goal


This month, rapidly expanding bakery gift chain Nothing Bundt Cakes (260 bakeries in 36 states, largely Nevada-to-Texas-to-Georgia, and adding about 30 – 40 more per year) breaks its largest-ever campaign. Titled “Joy Giver,” the campaign adapts familiar social activiation media and tactics (a paid Facebook contest) to yield a brand-building end result. It is the first brand-building work by advertising agency 3Headed Monster, Dallas, for their ongoing client (previously promotional and activational only).

Communities were asked, via paid Facebook video, who is your greatest “joy giver”? Over 1100 different people were nominated by their friends and co-workers for the chance to have Nothing Bundt Cakes host them an elaborate surprise party. This was the “activation” stage of the campaign. Realtor Holly Tomlin and church choir leader Sharon McGrill, in Tampa and Dallas respectively, were selected, and their parties were filmed.

The (unstated) branding message is that “Cakes are communal joy.” Two 2-minute documentary-style videos, one of each party, are touching (and show some pretty-looking cakes).

Holly, Joy Giver Full Story


Sharon, Joy Giver Full Story



The documentaries will run on paid Facebook, capitalizing on the activation stage viewership, and augmented by additional media targeting women 25 – 55, especially “thoughtful gift-givers,” via Ansira, Dallas. There will also be :30 “teaser” cutdowns of each long video, also on paid Facebook.

Holly, Joy Giver Short Story


Sharon, Joy Giver Short Story



Strategically, 3Headed Monster notes that social activation has been key to Nothing Bundt Cakes’ growth, and that brand-building, which typically requires TV-type media reach, has been beyond their means. The point of this campaign was to accomplish both.



ABOUT NOTHING BUNDT CAKES
Nothing Bundt Cakes, Addison, Tex., privately held, privately held, offers decorative cakes, also available online, and, in-store only, gifts such as greeting cards, candles, utensils and serving platters.

ABOUT 3HEADED MONSTER
3Headed Monster, in Dallas, is a full service, integrated advertising agency with other clients including Travelocity, Soraa (lighting), Fetch MD (app) and The Gents’ Place (men’s grooming chain).


Social Activation / Brand Advertising Fact Sheet

Client:
Nothing Bundt Cakes, Addison, Tex., privately held
260 bakeries in 36 states (largely Nevada-to-Texas-to-Georgia so far), and adding about 30 – 40 more per year.

Agency:
3Headed Monster, Dallas 3headedmonster.com

Campaign:
“Joy Giver” www.nothingbundtcakes.com/bringthejoy
Nothing Bundt Cakes sought out the country’s two greatest “joy givers” and gave each an elaborate surprise party.
3Headed Monster’s first brand advertising for the client, and client’s first such ever (previously promotional efforts only).
Also Nothing Bundt Cakes’ largest-ever campaign of any kind.

Target:
Women 25 – 55, especially “thoughtful gift-givers”

Branding message:
Cakes are communal joy.

“Activation” groundwork:
Communities were asked for nominations, via paid Facebook video.
1100 different “joy givers” were entered.

“Branding” culmination:
Two 2-minute documentary-style videos, “Holly” and “Sharon,” plus :30 cutdowns of each.
Surprise parties held for realtor Holly Tomlin and church choir leader Sharon McGrill, in Tampa and Dallas respectively, are touching. Cakes are served.

Media:
Paid Facebook

Media agency:
Ansira, Dallas

Strategy:
Social activation has been key to NBC’s growth.
Brand-building, typically via TV, has been beyond their means.
Campaign accomplishes both.

ECD: Shon Rathbone
AD/Designer: Lindsey Weeden
CW: Mallory Massa
Agency Producer: Erik Gullstrand
Account Dir.: Chandra Brabson
Account Exec.: Alyssa Simmons
Strategy Dir.: Crystal Anderson

Prod. Co./Post: Malone Pictures, Dallas
Director/Editor: Justin Malone
D.P.: Vincent Monsaint
Color: Matt McClain
Producer/Engineer: Ryder Ansell

Breaks:
Fall


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Love Island Stars get their teeth into Halloween Campaign for NHS Blood and Transplant


Creative agency 23red has secured a partnership between ITV2 and NHS Blood and Transplant which will see Love Island stars front a campaign to attract young blood donors.

The Love Islanders will form the ITV2 Blood Squad to help quell young people’s fears about blood donation and encourage them to register and book an appointment at a local donation centre.

In a poll of 1,000 adults, the fear of giving blood was considered scarier than public speaking, heights and going to the dentist, with the main barrier being a fear of needles.



But NHS Blood and Transplant needs 600 new donors every day to replace people that can no longer donate, so it’s vital that they engage with a younger audience to break down barriers to blood donation.

Having been introduced by 23red, ITV2 secured some of their biggest talent names to work with NHSBT – Love Island stars Dani Dyer, Jack Fincham, Wes Nelson, Dr Alex George and Laura Anderson – and to star as the ITV2 Blood Squad in a series of Halloween-themed promos and other social content made by ITV Creative to take the fear out of blood donation this Halloween.

Launched on the 17th October, the ITV2 Blood Squad will be directing people to a bespoke ITV2 landing page where people can view additional content including myth-busting videos featuring the ITV2 Blood Squad as well a click through to register to become a blood donor.



Jane Asscher, CEO and Founding Partner at 23red say: “Having worked with NHS Blood and Transplant over the years, delivering campaigns to drive blood donor registrations, it was great to be involved in addressing this new challenge of overcoming fears and myths surrounding blood donation - and so drive donations from younger people.

“Given the popularity of Love Island, this partnership with ITV2 will enable NHS Blood and Transplant to engage with younger people in a tone of voice that resonates with them.”

Mike Stredder, Director of Blood Donation at NHS Blood and Transplant says: “There are many myths associated with giving blood, but it really isn’t scary.”



Join us by visiting www.itv.com/itv2bloodsquad

To sign up to the blood donation register and book an appointment today. If you can’t book an appointment straight away, please don’t worry. Blood donors are needed every day so please book an appointment in the future. Save a life. Give blood #ITV2BloodSquad

CREDITS

ITV2 Blood Squad Promo Credits:
Executive Creative Director - Tony Pipes
Creative Director - Alex Mathieson
Head of Campaign Production - Katie Carew
Producer -Louise Jones
Production Manager - Brendan Barry
Production Assistant - Ruby Mclynn
Senior Campaign Manager - Vanessa Wise
Campaign Manager - James Lester

ITV2 Marketing Credits:
Marketing Executive- Joanna Deadman
Marketing Manager- Joss Patterson
Head of Marketing & Media Entertainment | Comedy | ITV2| ITVBe | CSR -Rosalind Godber
Head of Marketing & Media Entertainment | Comedy | ITV2| ITVBe | CSR -Jess Byars

NHSBT Credits:
Nadine Eaton - Head of Marketing - Blood
Tom Aggett - Marketing Manager- Acquisition and Planning

23red Credits:
Laura Spooner – Account Director
Alice Muir – Business Director

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