Recipe videos by four YouTube cooking stars have generated nearly 133,000 views in under two weeks for Cargill's Truvia.
Truvia tapped the four cooking mavens — April Moore, Byron Talbott, Joanne Ozug and Gaby Dalkin — to create videos in which they make recipes using Truvia's new brown sugar blend, and promote a consumer video contest supporting that product launch.
The "influencers" posted their videos on their YouTube sites on the contest's kickoff date, Sept. 16. The videos have since been featured on their own social media assets, as well as on Truvia's.
Truvia is also promoting those videos and the contest through paid banners and pre-roll ads on targeted Web sites, and through media outreach.
The Truvia Baking Star Video Contest invites consumers to submit, through Oct. 7, videos of themselves preparing their own original recipes using either the brand's brown sugar or baking blend.
Online voting will determine the three finalists, who will win a trip to New York City to participate in a live bake-off on Nov. 19, judged by the four YouTube cooking stars.
The winner will be featured in a professionally produced and promoted video, and his or her recipe will be featured on Truvia.com.
"With the increasing reach and popularity of YouTube stars, we saw this as a way to engage organically with potential consumers and brand advocates," Cargill VP David Henstrom tells Marketing Daily. "The videos using Truvia baking products, from both our YouTube stars and video contestants, have helped us create authentic content for the brand, while also encouraging product trial. We're pleased with the strong results to date, and thrilled by how well our YouTube stars' videos have been received by online consumers."