Influencer Partnership: Babish

The goal of partnering with one of the biggest names in the YouTube food space (Babish) was to provide Anova with a powerful avenue to connect a broad and enthusiastic audience with the usefulness and functionality of the Anova Precision™ Oven. Deliverables consisted of two instructional YouTube recipe videos to show off as many of the features of the oven as possible without becoming overwhelming to the viewer.

PROJECT SCOPE

  • Making first contact and working directly with the agency representing Babish to define the project scope and deliverables

  • Lead copywriter across all Anova digital assets

  • Worked with Babish and team to edit his script, ensuring he was speaking about the product in the right way and hitting all key points

  • Anova email campaign planning, management, and execution

  • Collaborator on social strategy, copy, and execution

CORE RESPONSIBILITIES

  • 1M views and 31k likes on the challah recipe video.

  • The Anova Culinary website saw a 78% uptick in traffic the week of launch.

  • Gained 5k+ followers on the Anova Culinary Instagram account during the week of launch.

  • Stellar email performance:

    • Average open rate: 62% across emails connected to the campaign

    • Average CTR: 2.5% across emails connected to the campaign

  • Cutting the videos into ads for Meta and Google resulted in an average 6:1 ROAS for the two months the ads were active and running.

PROJECT HIGHLIGHTS

Babish Partnership Videos

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