There are some truly marvellous examples of fantastic PR campaigns in this day and age, but after some ‘very serious’ conversations in the office we decided that our current favourite is undoubtedly the Great British Bake Off.
Arguably, the public relations team at the BBC have a much easier job than most – who wouldn’t love a show built purely around cakes, a drizzly British summer and the legendary Mary Berry? – but they still have to be awarded credit for the superb job they do! If you haven’t already checked out the The Great British Bake Off shenanigans on Twitter and Facebook, then it’s about time you did.
They have managed to create a whole timeline full of puns, innuendo and perfectly-timed pictures of Mary Berry’s face. It might not sound like much, but it certainly does it for us Brits! When it comes to Twitter, the @BritishBakeOff account has more than 288,000 followers, while its Facebook page has 680,000 likes. We appreciate that for many of us, especially the slightly older, this may not mean much at all, as social media is mostly dominated by the younger generation – but this is why what the Bake Off has managed to create is pure genius, the programme offers something for everyone!
On the face of it, the target generation for your standard baking show would not usually be anyone of university age or below. The mothers and grandmothers of Britain are, albeit steroypically, who we look at for the initial target audience, closely followed by generally keen bakers – any age or gender! However by interacting with its viewers through social media and putting a light-hearted and comedic spin on their adverts and the presentation of the show itself, Bake Off has become a national phenomenon.
Whether it be the baking, Mel and Sue’s arguably dodgy jokes, Paul Hollywood’s piercing steely blues or just the national treasure that is Mary Berry, whole families can now sit down together in the knowledge that each of them will take some kind of enjoyment from the Bake Off buzz – while of course, keeping an eye on the live twitter feed on their phones!