Inspired Taste, online food blogging company, was falling behind competitors in search rankings and website traffic figures. Despite following content best practices (EEAT), they were constantly outranked and needed a new strategy to be visible where it mattered. Inspired Taste aimed to increase SEO rankings and brand awareness, as well as its email, Instagram, and TikTok communities.

We needed an interactive campaign that got home cooks genuinely engaging with the brand, but also land quality coverage that would act as a trust signal for the brand’s audience.

We undertook search research using our proprietary technology, Salient, to leverage Natural Language Understanding (NLU) and uncover the relevant keywords to gain authoritative backlinks. Through this, we identified ‘desserts’ as a priority category for digital PR activities. We then created an attention-worthy campaign to trigger trust signals to improve Inspired Taste’s search engine rankings for key dessert terms. 

We created a job advertisement for ‘dessert testers’—keen bakers with social media followings and sweet tooths. We created the ads and a launch video on SEO-optimized landing pages to drive traffic and shared on social channels to ensure maximum visibility.

We strategically encouraged applicants to submit a video for their application, ensuring a wave of user-generated content from many of the 6,200 applicants. We pitched to journalists to spark excitement about a ‘dream job’: an Inspired Taste dessert recipe tester. Headlines such as ‘Need $2K? Get paid to bake desserts at home’ grabbed attention and skyrocketed our viral campaign results. 

We also tapped into Inspired Taste’s audience of home cooks to inspire them to share organically on social media, adding further authentic engagement. Overall, this created a viral wave of brand awareness, social media engagement and media attention – causing a successful brand halo effect to reach a new wave of brand fans.