As a previous partner, National Pork Board (NPB) worked with Tasting Table (TT) to create custom recipes and food-forward, "hands + pans"-style videos.
In 2016, TT was charged with creating social-forward, lifestyle videos that positioned Pork as the star of any moment, with an emphasis on the serving moment.
TT created Make It A Moment, a 4-part, stop-motion video series that highlights the making of key moments—from cooking to serving.
With a primary KPI of video views on Instagram and Facebook, TT and NPB leveraged each brand's respective 1st party data to identify occasions that would resonate with NPB's target audience on TT.com, PorkBeInspired.com and across both brands' social platforms.
As TT moved into production, the focus remained on ensuring the videos and the cut downs were quick, colorful, interesting and informative—a winning social formula. Stop-motion was a relatively new style and approach for both TT and NPB, as both brands have typically created hands + pans, recipe-based content. It was important in this series to find a balance between the service of a recipe-style video and the lifestyle nature of the occasions. Through stop-motion, mixed with cooking segments and Polaroid-inspired images at the end of each video, TT was able to bring the moments to life in a low-lift, but impactful way.
Content: 1 NPB recipe, cooking tips, decor and serving inspiration, moment "snapshots" bring the serving and occasions to life
Each video lived on individual recipe pages, with related tiles driving to the others in the series (NPB chose not to have videos in a playlist), allowing TT to promote each video individually across TT.com.
By creating data-informed content and targeting relevant audiences across Instagram and Facebook, Make It A Moment exceeded campaign video view goals by 300%: