Inside Made In Network’s creator marketing quest to make Danish Creamery “the internet’s favorite butter”

By 06/11/2024
Inside Made In Network’s creator marketing quest to make Danish Creamery “the internet’s favorite butter”

In April, butter brand Danish Creamery partnered with Made In Network to deploy a marketing campaign with 10 top culinary content creators, including Babish Culinary Universe, Senpai Kai, and Jeanelleats. And, for a month straight, the videos produced by that campaign were some of the most-watched branded content across all of YouTube.

So, what set the campaign up to be so successful?

Well, first, “The internet loves butter,” Ryan Mack, Made In Network’s Chief Commercial Officer, tells Tubefilter. “Butter is just popular. So it was easy to make the case to say, ‘Hey, not only is your product high-quality, but recipes that are butter-forward, they just work. They just perform.”

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Despite all this, though, “There was no brand being the internet’s favorite butter,” he says.

So, when Made In Network–a Nashville-based media company that works with around 30 creators who collectively have 150 million followers and drive 1.5 billion views per month across YouTube, TikTok, and Instagram–started conceptualizing this campaign with Danish Creamery, that was the angle they took.

“It’s an opportunity space,” Mack says. “So we, with them, said we were going to set out to architect the broadest possible range of creator collaborations and channel integrations as possible for Danish Creamery, to make Danish Creamery the internet’s favorite butter.”

Made In Network also did something else crucial: While it shot for the “broadest possible range” of channels and viewers, it worked with creators to keep the feel of Danish Creamery’s brand messaging consistent through all the clips.

It was able to do that because it operates on a TV network-esque model. It refers to its creators’ content as “episodes” and promotes itself as “bigger than TV.” (In our conversation, Mack cites Nielsen’s recent data showing YouTube now commands 10% of all living room TV watch time.)

“We are very active in the development, creation, and publishing of our programming with our creator partners,” he says. “There is a bit of an assumed, ‘Let’s make it possible’ dynamic between us. Peeling back layers a little bit on the network structure, we’re very much a studio and a publisher. And so, with these brand deals, we’re constantly commercializing the programming that we’re creating, and this got slotted.”

Basically, once Made In Network had partnered with Danish Creamery, it went out to its creators to let them know it wanted to slot the butter in their upcoming videos. “It’s like, ‘Hey, [Babish], this is what we’ve got on tap.’ Then it jumps right to, ‘Aren’t we doing a couple episodes of Botched coming up? Can this fit in?’ ‘Hey, this is actually high fit.’ That slides right into our business as usual between us and our partners,” Mack says.

Made In Network creators began deploying their Danish Creamery-sponsored videos in the first week of April. Immediately, those videos started showing up on our Gospel Stats Weekly Brand Report, where, each week, we take a data-driven look at what brands are getting the most eyeballs across all of YouTube.

Senpai Kai’s Why Garlic Bread in Restaurants Taste Better was our #5 most-watched branded video for the week of April 1-8, with over 2.1 million views in that timeframe. The next week, it was Jeanelleats at #66 with This is NOT a baguette (1 million views). Then, in the weeks after, a double feature from Babish: Every Way to Screw Up a French Omelette at #119 (570K) and Classic Fettuccine Alfredo at #196 (407K).

So far, the campaign has generated over 8 million views. Visits to the Danish Creamery website have increased by 250%, and the brand’s search engine traffic is up over 127%, it tells Tubefilter.

Made In Network and Danish Creamery say there are two vital things that have made the campaign so successful. Mack says it was game-changing that Danish Creamery planned this entire campaign around creators, instead of considering their part a bolt-on to marketing across other mediums like TV.

“How many of these briefs are executed as add-ons or purely part of a media mix?” Mack asks. “Whereas with this, it was super high-up in the discussion at the table to say, ‘Hey, there’s a new world of interesting ways to find consumers. Where is our audience today?'”

Danish Creamery identified creators as a way to reach passionate foods, and took “a big swing” investing in partnerships with them, he says.

Priya Kumar, Vice President of Marketing at Danish Creamery, adds that another important component was giving creators control of using the product in their videos.

“What we’ve learned is not to dictate recipes and product usage,” she says. “These creators are all cooks in their own right, and allowing them the freedom to experiment and develop recipes to share with their audience has been a way to produce unique and inspiring content.”

She says Danish Creamery plans to continue this campaign “at least through the end of 2024.”

Mack says this campaign was proof positive of Made In Network’s “primary agenda, which is to continue to demonstrate the power of this world in marketing and brand-building.

“This is not an add-on feature to a brand program,” he says. “This is a go-to-market strategy to get in front of tens of millions of viewers. That is the most important piece: to bring a product to market with this, rather than burying this inside a media mix. It’s proving to be wildly effective.”

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