To help ambitious home cooks get more creative and inspired, appliance manufacture Electrolux and creative agency House of Radon created the online food-destination Now You’re Cooking – hosted on Tumblr. The campaign revolves around the insight that people don’t use recipe books anymore, and instead cook off online recipes, blogs, etc. So the idea was to create a custom-made Tumblr that lets food lovers cook-along with, or simply watch and enjoy a series of stunning recipe films. Each film can be set to cooking-mode to cook-along with the chef and learn new skills/methods. The main film feature is set alongside inspirational imagery and Tumblr-native activity such as reblogs, likes and PR mentions. The blog has more than +330,000 followers, highlighting the power of Tumblr as a platform that can connect global foodies on a level that is otherwise difficult through traditional advertising. With over +330,000 followers in just 6 months, Now You’re Cooking is one of the fastest growing blogs on Tumblr. The blog has followers from all over the globe, including countries such as Colombia, Iceland, Kenya, Japan and Poland. Our vision was to create consumer engagement for Electrolux by inspiring home chefs through inspirational recipes presented in a modern style and with emphasis on design. The blog had more than 12 000 notes at the early phase of the launch, and was featured on top tier sites, such as Fast Company, Creative Review, Creative Bloq and Five Cool Things. This gave the blog coverage not only within the cooking-sphere, but also within innovation, design and creativity. (Click on the links to read the whole article.) We wanted to not only show products, but also behind-the-scenes and share-friendly imagery and videos. The authentic aesthetic and feel was something that inspired us, and we wanted it to look handcrafted in every small detail to portray how people cook at home. For this we also created a hand-rendered version of House Industries typeface Neutra to reinforce this concept. Now You're Cooking is all about creativity and inspiration. Adding Tumblr makes it a hub for social.
All the videos also on Vimeo: https://vimeo.com/user13255896
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