Dr. Oetker wanted to deepen its relationship with real bakers, and create a space where inspiration and creativity could flow both ways to develop brand loyalty.
With baking culture exploding across social, Dr. Oetker needed a way to turn this growing interest into a genuine community.
Better Insights
Bakers don’t just want inspiration,​ they want connection.​ They want to share their creations, ask for advice, react to others’ ideas and feel part of something bigger than their own kitchen.​
At the same time, social behaviour was shifting fast, with 76%+ of users participating in online communities. Private groups were becoming the new home for niche interests and shared passions. ​
The opportunity was to create an intimate, excitement-filled space where Dr. Oetker’s most dedicated bakers could connect directly with the brand and each other.​
Better Ideas
We built a dedicated Dr. Oetker Baking Community: a Facebook Group for the brand’s most enthusiastic bakers to share creations, swap tips and feel closer to the brand. ​
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A clear identity and set of launch posts helped establish the group’s culture from day one, while its positioning as an exclusive space for true fans gave members access to first looks, insider content, competitions and early recipe inspiration.
CRM and email activity, supported by an exclusive giveaway mechanic, then helped drive sign-ups and build momentum at launch.​
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