This year’s Great British Bake Off was highly anticipated with the controversial switch from BBC to Channel 4. Our client, Lyle’s Golden Syrup – the UK’s favourite cupboard staple – was named as co-sponsor of GBBO, one of many brands getting a slice of the action.
In August, Mischief took the lead on the brand’s social strategy across @WeLoveBaking social channels and, every Tuesday for ten weeks, Mischief’s dedicated real-time tweet-room got stuck in, driving positive conversation and engagement for Lyle’s Golden Syrup online.
As the series came to an end, Lyle’s were keen to go out with a bang during the final episode and capture the attention of the show’s viewers to become the most talked about brand on social media.
To bring this to life, analysts, social media experts, creatives and marketers from all of Lyle’s agencies - Mischief, Msix, Lion and Iris – assembled in a dedicated social media war-room with an extensive bank of assets to hand, and enough social listening technology to rival the Pentagon.
With four giant TV screens in one room, the 20-strong team filtered millions of posts online, monitored insights into viewers emotions along with long-term data across Tweetdeck, Social Bakers, Google Analytics and Pulsar.
Not only did the social media war-room deliver seriously delicious reactive content throughout the night, but the integrated real-time effort made Lyle’s the most talked about brand during the GBBO final with 47.9% SOV!
You can read more about it here.