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March 8th marks International Women’s Day, a day dedicated to celebrating women, breaking stereotypes, and promoting a gender-equal world. For Betty Crocker, a pioneer in the baking mixes category in the region, advocating for women does not come difficult.
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Betty Crocker has paved the way in the region when it comes to #BreakingTheBias (this year’s International Women’s Day theme) with its rebranding campaign “The Kitchen is for Everyone”. And so, they took to continuing the concept that aims to stop kitchen stereotypes and encourage absolutely anyone to grab an apron and get baking.
This year, for International Women’s Day, Hashtag Social Media Agency, in partnership with Starfish Agency, reached out to a few micro-influencers, regardless of their age, gender, or baking experience and asked them to bake for the women in their lives. Each influencer released a short video showing the process of baking a cake with a final heartfelt message, the most notable of which was 4-year-old Issa who baked the cake for his mother (@samantha.kanonji). The content was then gathered in a 30-second video that encompasses the theme of ending kitchen conventionalism and celebrating women.
In a matter of 3 days, the engagement rate on the Betty Crocker Arabia Instagram page increased by 369.5%, with 55,404 impressions and a 165.7% increase in organic video views. The influencer videos themselves received a high number of video views with the highest being 39,456 organic views for influencer Ahmad Khamees (@aka.a). Musician Rataj (@ratajini), on the other hand, had the highest engagement rate on her video; a staggering 5.5%.
Hashtag Agency is proud to be a part of Betty Crocker Arabia’s journey as it works towards creating a world that is not only equal and inclusive but also reminds us that the Kitchen is for everyone.
