For the last project, I decided to create a YouTube video on the process of baking a lemon and blueberry loaf to show the viewers how a Gousto recipe can be created. According to a Mintel report, 43% of people aged 16+ motivation to take up a new hobby is to challenge themselves, with this in mind this video could intrigue the audience to start baking (Mintel,2020).
As the target audience for this project are millennials, using influencer marketing was the correct choice to make, social media enables inspiration for some viewers whether it is for: recipes, DIY projects or leisure activities (Mintel,2019).
Moreover, the objective for Gousto is to increase their subscribers by 10% by showing future consumers that cooking can be ‘hassle-free’ (Canvas,2021). With this in mind, I wanted to show a simple recipe that consumers could create in the comfort of their home, starting from the price ‘£2.98’ (Gousto,2021) through a montage of baking.
Furthermore, the reason I decided to create a baking video is that home baking during this pandemic has been quite popular, a report shows that 49% of the reason for an increased amount of home baking is to treat family and friends (Mintel,2020b). In addition, I wanted to mention that Gousto provides a variety of recipe boxes for consumers to try for themselves.
The editing platforms I decided to use to edit these clips I recorded is Power director, Canva and iMovie, this is because they are simple to use and effective. In addition, I decided to use upbeat music from iMovie to lift the spirits of the audience, the pandemic has created feelings of loneliness with the use of upbeat music it can attract consumers (Valladolid,2020). In order to communicate the benefits that Gousto provides, I used iMovie to record a voiceover the video. At the end of the video, I wanted to incorporate other images of baked goods I have created and elements of cooking utensils to show the viewers this is a cooking related video.
Regarding, the SEO optimisation I mentioned within the voiceover on the script for the audience to use the hashtag ‘#Gousto’ to increase their website traffic due to the number of consumers using the hashtag.
This project of an influencer outreach is a form of earned media, where a consumer communicates for a brand through different forms of word of mouth for instance reviews, viral content or user generated posts (Pressly,2021). This is an advantage for businesses, as the consumer promoting the brand can influence the buyer decision process (Armstrong,2019), since the viewers are in the information search process, they are willing to believe the reviews from another consumer compared to what the brand would claim.
