The Times Ultimate Dinner Party with Siemens
As part of a six week campaign we created a content partnership with The Times.
We were tasked with generating a campaign that could raise awareness of the Siemens range of ‘intelligent’ cookware in the run-up to Christmas.
As part of a six week campaign we created a content partnership with The Times, starring Phillip Schofield, Gabby Logan and Alexander Armstrong
We sourced this ‘intelligent’ talent and produced three engaging films, seamlessly integrating Siemens products into the content while creating delicious recipes. However, we know that it’s not just the food that makes the perfect dinner party. Our target audience want to be immersed in the entire experience with tips on how to be the ultimate host. So our content focused on the guests, the ‘intelligent’ conversation, the atmosphere and everything Pip, Gabs and Alex feel it takes to create the Ultimate Dinner Party.
We also wanted to partner with a credible editorial property that resonated with our audience. We therefore invited The Sunday Times along to our shoots, including their recipe writers and photographers, so they could capture their own content to then feature in print each week in The Sunday Times. Double page spreads ran, featuring each of the celebrity’s perfect dinner parties, in a bid to inspire our audience who we know love entertaining at home.
The videos feature on the Siemens YouTube channel and were supported with a strong video seeding plan as well as social support from the talent.
- Total number of video views across all social channels and The Times platform reached the 1M mark by the end of the campaign, massively surpassing our original estimates.
- We also achieved a higher share rate on our content than industry benchmarks for content of this type, showing how people were genuinely interested and engaged with our content and that dinner party and cooking are topics people seek out.
- Placements that were autoplay, as opposed to user-initiated, drove the highest number of video views.
- Whereas placements in highly contextual environments drove high video completion rate (from start to finish).