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Pillsbury rolled out an influencer marketing campaign, executed by Django Digital and Schbang, on the occasion of Christmas. The campaign highlighted the ease of baking with Pillsbury cake mixes through the hashtag #ChristmasBakedEasy.

According to the brand, the ultimate motive was to drive the preference of its products over that of other competitors in the market.

For the campaign, that was primarily executed on Instagram, Pillsbury associated with creators from different genres but it kept ‘motherhood’ at its core. It roped in actor Juhi Parmar, celebrity chef Amrita Raichand, mom bloggers Ritcha Verma, Shruti Anand, and lifestyle influencer Roshni Bhatia. 

According to influencer marketing company Sheeko, the brand spent an estimated Rs 10-15 lakh on the campaign and it had a reach of 650k+.

The timeline for the campaign worked well for the brand as Christmas is the peak time for the baking cakes and it is done in many households. The brand targeted young urban mothers, both working professionals and homemakers, seeking convenient options to bake for their family so mom bloggers and influencers were a perfect fit. 

The campaign used Instagram reels extensively as it is one of the most consumed mediums currently. The objective was also to show that baking with Pillsbury cake mixes is a family affair. 

Shalini Sur

Shalini Sur, Influencer Manager at Django Digital, stated, “This is the third-consecutive year that we have executed the Pillsbury Christmas campaign. It is a great way to approach campaigns by brands. It gives a wider scope for optimisation with every passing year and results in smoother execution because the processes are already in place. I would love for all brands to adopt this. We’ve witnessed a considerable difference in output when a person/agency understands the brand and then gets involved in the marketing.” 

Posts by the influencers: -

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A post shared by Chef Amrita Raichand (@amritaraichand)

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A post shared by Juhi Parmar (@juhiparmar)

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A post shared by Roshni Bhatia (@thechiquefactor)

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A post shared by Ritcha Verma - Ri(t)ch Styles (@ritcha)

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A post shared by Shruti Anand (@shrutiarjunanand)