Rosanna Pansino will help one of the world’s biggest cake decorating companies up its online video strategy. The YouTube star has partnered with Wilton Enterprises to create branded baking tutorials throughout the rest of 2015.
The deal with Wilton means Pansino, who currently boasts over 3.4 million subscribers on her YouTube channel, will develop over a dozen tutorials for the 85-year-old cake decorating brand. Eric Erwin, Executive Vice President and CMO of Wilton Brands, told Adweek the partnership will be the vehicle for moving Wilton’s long-standing, in-person cake decorating classes to the digital realm.
“Consumers who are not going to the store to seek inspiration, or picking up a book on how to make something, or watching a TV show for instruction, they are going to YouTube,” Erwin said. “We want to reach consumers that may not know the Wilton brand in a highly visual and demonstrative way that’s just fun—and the way she presents success is just fun and entertaining.”
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Pansino is famous for her Nerdy Nummies series on YouTube, which integrates pop culture and geek-based themes into baking tutorials. The 30-year-old YouTuber was one of three video stars, along with Michelle Phan and Bethany Mota, featured in YouTube’s first national TV ad campaign to promote awareness for digital creators. More recently, like fellow featured YouTuber Mota, Pansino is delving into music; her first original song, “Perfect Together,” debuted on February 14, 2015.
Pansino’s partnership within the Wilton brand should help boost both the cake decorating company’s YouTube presence and its subscriber count. Wilton currently has just over 118,000 subscribers and nearly 21 million total video views on its channel.
