To inspire baking for a loved one we built a website supported by social and partnerships in 13 countries. Users were able to discover a dozen fun interactive animations (by the talented James Curran) that told stories about people presenting cakes. Each animation would be a responsive game for players to click, drag and deliver a baked gesture of love to friends, family and colleagues. The site also housed several handpicked Unilever recipes from different countries, and they could even share a personalized pledge to bake for their loved one’s Facebook walls.

The World Baking Day campaign reached 125 million people across the world and saw a sales uplift in some of the core participating markets. The website was popular within the audience, receiving over 100,000 visits in the month of May, and proving to the right inspiration for occasional bakers who then shared their bakes across social media channels. Social activity exploded on the World Baking Day weekend with thousands of tweets and mentions, and influencer engagement from celebrity chefs such as Gordon Ramsay and Nigella Lawson.