A part of 
Client:
Marabou
Services:
Branded Entertainment
YouTube
Production
Challenge
Marabou wanted to increase sales around specific peak seasons by showing how fun and easy it can be to bake with their products. While cooking shows filled with recipes were a big hit on TV, Marabou understood that their target audience spent their time somewhere else. How do you make baking interesting enough for the younger generation and how do you reach people that always have one finger on the ad block trigger?
Solution
You need to be chosen! Splay One and Marabou developed an original baking series for YouTube, starring Sweden’s most popular influencers. The influencers were encourages to compete for the title ”YouTube’s Best Chocolate Creator”. They were challenged by a jury to create the most delicious pastries using Marabou’s products, then they were eliminated one by one until a winner was crowned.
Organic views
5,000,000
Total watch time
52 yrs
Seasons
4
Noblesse Sales
+70%
And counting...
”HAR INTE FÖRBERETT MIG!” | Pannkakstårta
”MÅSTE SLÄNGA ALLT!” | Kladdkaka
”DU FÖRSTÖRDE MIN!” | Halloween
Sales of Marabou chocolate bars went up by 20%, and sales of the the main focus product, Noblesse Pralines, increased by 70%!
The first season reached over 1 million organic views during the 8 weeks campaign period. ”The first season?” Yes, Marabou came back again for another series to repeat the success. And again. So far 4 seasons has been aired, with season 2 and 3 reaching more than 5 million organic views. Or, if you want to – 51 years of watch time.
Profiles
Here are some of the beloved profiles, creators and
celebrities that joined Mmm... Mästarna over the years.
