We partnered with 4creative to launch a new season of the beloved Great British Bake Off, on Snapchat.
Channel 4 wanted to reignite excitement with a younger audience and remind them why Bake Off remains such a comforting and loved show by the nation.
THE INSIGHT
Introducing… “the stare”. That mix of hope, tension, and pride as you watch your bake rise (or collapse). It’s a ritual as iconic as the show itself.
THE IDEA
We turned Snapchatters into Bake Off contestants, challenging them to stare at their bake until it was ‘Star Baker’ quality.
Using eye tracking, people stared at their bake to make it rise. When they blinked, the bake was removed from the oven to see the results.
THE RESULTS
5.6 million people were reached, delivering outstanding scale and visibility. 87% of reach came from the AR Lens, making immersive creativity the campaign’s biggest driver. Share rate reached 66% above benchmark, proving the work inspired people to pass it on. Average playtime hit 17 seconds, 6% above benchmark, showing the creative held attention.
