Sally's Baking Recipes

The challenge

Sally's Baking Recipes already had an extensive catalogue of recipes and a loyal readership. Video was the opportunity to make those recipes easier to follow and reach people who discover baking ideas on YouTube.

The program needed to do more than create individual films. Each recipe video needed a useful place in the wider publishing business: on the channel, within its matching recipe page, and in shorter social formats.

Our approach

Rebuild the channel around the recipes

We developed the video strategy and rebuilt the YouTube channel around professionally produced recipe videos. On-camera instruction gave the existing audience a familiar voice and made the steps easier to follow.

Put each film where it helps the reader

Finished videos were embedded in the corresponding website recipes. Readers could move between written instructions and a visual demonstration without leaving the recipe page. This also created an additional format for video advertising.

Create more from each production

We adapted the longer videos into short social edits for platforms including Instagram and Facebook. The same production could support a detailed lesson, a recipe-page demonstration, and a short introduction for a new viewer.

What we delivered

• YouTube channel strategy and management
• On-camera recipe demonstrations
• Finished videos for matching recipe pages
• Short edits for Instagram and Facebook