Sweden’s most loved chocolate company Marabou wanted show how fun, tasty and easy it is to bake with Marabou. The insight was that millennials love to bake but they want easy-to-do recipes. While cooking shows with complicated recipes and professional cooks are a big hit on TV that’s not where the audience is. Simply put; YouTube was lacking its own baking show.
We produced an original baking series – ”Mmm… Mästarna” in which 4 of Sweden’s biggest YouTubers competed to become the best chocolate creator. Over 5 weeks they were challenged by a jury to create the most delicious pastry using Marabou chocolate. The contestants were one and one eliminated over the 5 episodes until a winner was elected in the grand finale. The show was promoted with Snap Ads on Snapchat, trailers on Marabou’s Instagram and via the participating YouTuber’s own channels. Following the great hit of the first season, two additional seasons of Mmm…Mästarna has been produced with a changing cast of influencers for each season.
The first season reached over 1 million organic views during the 8 weeks campaign period. During these weeks, there was a 20% increase in sales for Marabou Chocolate Bars and 70% increase in sales for the main focus product: Noblesse Pralines. Season 2 and 3 gained over 5 million organic views in total, which translates into approximately 51 years of watch-time. All together all seasons translated into 65 million minutes of consumed Marabou content.