CRAVEABLE IN 6-TO-10 SECONDS
Let’s face it. Cinnabon in your social feed pales in comparison to actual Cinnabon in your actual mouth. So the content in your feed better be quick, shareable and utterly craveable.
We shot all this in-house in the Cinnabon R&D test kitchen. Our “C.I.Y.” recipe videos won social media recognition at IHAF 2017.
“Fast and fun” was our everyday brief, like these cobrand GIFs...
...or this recipe video.
Cinnabon’s content strategy is to post fun stuff for its robust social community to drive fans to Cinnabon.com for contact acquisition. Our D.I.Y. (or in this case, “C.I.Y.”) recipe videos led the charge.
“S’mores Waffle Sandwich”
We made sure Cinnabon embraced vertical video ahead of the curve, making them first in the category.
When Facebook showed us how well 4:5 aspect ratio performs, we tweaked the format.
“Rolled Ice Cream”