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