Ever tried preparing a multi-ingredient meal in a moving vehicle?
YouTube Creator, comedian and TV and podcast host, Grace Helbig can be seen in a hilarious new video bumping along a country road in a kitchen built on the back of a moving flatbed truck. She’s trying to make an elegant, “Instagram-worthy,” poke bowl—using a variety of fresh ingredients, including fish. The ingredients are carefully sealed in bowls covered with Glad Press’n Seal. She peels back each seal one by one to in the comedic skit to assemble the final dish.
Thus, the latest video from Glad Press’n Seal plastic storage wrap, which is playing off last year’s successful “Upside Down Kitchen Challenge.”
The product isn’t easy to “make fun,” and had looked for a different way to talk about it.
Last year’s award-winning kitchen challenge with Hannah Hart, shows her trying to make a Giant Burrito while upside down.
While the video is meant to be funny, the deeper story is about the strategy that goes into selecting stars like Grace (and last year, Hannah), and the commitment Glad has made to YouTube, and creating content that is native to the platform, and connects the brand to millions of fans in a natural, engaging way.
The video was created and produced by award-winning digital studio, Portal A. Portal A’s creative strategy was straight-forward: demonstrate the strength of Press’n Seal and its ability to keep food fresh in an entertaining way, with digital-native talent helping target the exact audience the brand wants to reach.
“We so loved last year’s work with Hannah, and it was so impactful for the Press’n Seal brand, that doubling down on our commitment was an easy choice,” says Nick Montgomery, associate director of marketing at the Clorox Co. “We love being a partner creating content that can break through the noise, and working with Creators allows for that in ways traditional advertising doesn’t.”
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Marketing for the “Upside Down Kitchen Challenge” included 29 social and video posts across platforms that earned over 4 million organic views, with a 97 percent positive comment sentiment on YouTube, and over 35,000 unique social engagements (comments, likes, shares).
The YouTube video received more than 4.8x the average platform engagement rate, and Hart herself posted 15 additional times on social, gathering an additional 5.3 million social reach, 7,000 engagements and 253,000 views. The campaign resulted in a 47 percent brand recall, 30 percent brand awareness lift, and a 13 percent product awareness lift among surveyed viewers.
Glad was also recognized as the Best Branded Content of the Year by the Streamy Awards in 2018.