My little girl is old enough to find her way around YouTube videos on an iPad. Luckily for her, she is now also old enough to type in ‘Betty Crocker cakes’.
You see, she loves making cakes and she loves these videos she’s found showing her how to make them. They’re for creating cakes in the shape of mermaids, fire engines, princesses and Hallowe’en jack-o-lanterns*.
To her, Betty Crocker is like seeing a Warner Bros logo – maybe even Disney, she loves them that much.
The videos might mention Betty Crocker once or twice but are all about fun with making cakes, the kind of fun a five-year-old loves.
The following video is an example. It’s a bit heavier on the ‘Betty Crocker’ branding than most, especially aspects such as the setting (the official kitchen/studio) and the in-video branded ingredients suggestions.
Betty Crocker is reaching its next-generation of customers. My little girl is getting interesting content. It’s done well enough that as a parent I don’t mind.
This is savvy content marketing.
*Given her birthday, this one would always be a winner.
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