Wilton and Rosanna Pansino Team Up to Host Branded Workshops
Jana Pijak — September 7, 2016 — Marketing
Wilton, a household name in cake decor is aiming to reach a younger demographic with its latest collaborative marketing effort -- a set of baking tutorials and video workshops hosted by Youtube star Rosanna Pansino. Pansino is best known for her 'Nerdy Nummies' YouTube series which shares quick, easy and inexpensive dessert recipes that are inspired by pop culture.
"We want to reach consumers that may not know the Wilton brand in a highly visual and demonstrative way" says Eric Erwin, evp and CMO of Wilton Brands. While more mature consumers may be familiar with the 85-year-old baking brand, the company is looking to gain more credibility among younger foodies who are more likely to respond to web influencers rather than traditional ads -- something Wilton is successfully achieving through its partnership with Rosanna Pansino.
"We want to reach consumers that may not know the Wilton brand in a highly visual and demonstrative way" says Eric Erwin, evp and CMO of Wilton Brands. While more mature consumers may be familiar with the 85-year-old baking brand, the company is looking to gain more credibility among younger foodies who are more likely to respond to web influencers rather than traditional ads -- something Wilton is successfully achieving through its partnership with Rosanna Pansino.
Trend Themes
1. Baking Video Tutorials - The rise of interactive video tutorials hosted by popular influencers presents an opportunity for brands to reach younger audiences and showcase their products in a visual and engaging way.
2. Influencer Marketing - Collaborating with social media influencers offers brands the chance to connect with a wider audience and tap into the authenticity and trust associated with these personalities.
3. Pop Culture-inspired Dessert Recipes - Creating dessert recipes inspired by pop culture references can cater to the interests and preferences of a younger demographic, fostering brand engagement and loyalty.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage interactive video tutorials to showcase innovative products and reach a wider audience.
2. Marketing and Advertising - The marketing and advertising industry can capitalize on influencer partnerships as a strategy to enhance brand awareness, increase engagement, and attract younger consumers.
3. Entertainment and Media - The entertainment and media industry can collaborate with influencers to create pop culture-inspired content that resonates with their target audience and drives engagement.
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