Meaningful content and great story telling is the key to any successful PR campaign. Our work for long-standing client, Guylian, includes producing a series of Finishing Touches e-books – we think they are a great example of inspirational content that we use to populate Guylian’s social media channels (specifically Instagram and Facebook) and in our media campaign.
We originally devised Finishing Touches as a creative way for Guylian fans to engage with the brand. We were confident that a beautiful e-book filled with wow-factor recipes that were beautifully executed by a selection of influencers would be the perfect opportunity to demonstrate the wealth of creativity that can be had while enjoying Guylian’s chocolates.
By creating Finishing Touches, we can help to bring the brand to life, give Guylian’s audience a new touchpoint with the brand and showcase its adaptability and how it can be entwined into both classic recipes and new ‘instagrammable’ recipes all whilst importantly retaining the integrity of the brand. Where a consumer may not necessarily think of popping a Guylian chocolate as a Finishing Touch on their Eton Mess or creating a beautiful individual cheesecake with Guylian sitting centre stage, creating an e-book enables us to add another touchpoint through social posts with recipes to help encourage more sales.
We have been producing these e-books with the help of influencers since 2019, a really great way to work with them to create authentic content not only for their audiences but content that also works for us on Guylian social media feeds. Working with influencers to produce a great end result means ensuring you have a really clear brief (mood boards and prop suggestions always work), choosing the right selection of influencers with the right reach and an audience that is likely to engage well with the content. We are obviously looking for that mix of great content and the right audience which will result in strong engagement as our ultimate goal is to raise awareness of Guylian to a new audience or re-connect with our existing Guylian fans with new ideas and reasons to love Guylian chocolate.
The 2022 Summer edition included a collection of delicious recipes, all of which feature Guylian Belgian chocolate as the perfect finishing touch to a cake, desert or showstopping bake. To ensure that we had as much longevity for this edition of Finishing Touches as possible, we selected recipes that could be used to provide inspiration specifically around the Jubilee celebrations and Father’s Day as well as Summer picnics and family get togethers. We also ask our influencers to style the shots for both Summer and Autumn usage to ensure we have new content for our social channels and can extend usage of the recipes.
From Jubilee High Tea Cakewiches (created by Dominic Franks @dominthekitchen) to an Eton Mess Traybake (created by Catrin Komor @Fwdge) to a Hazelnut Dacquoise (created by Angela Field @ patisseriemakesperfect), the recipes provided a wealth of inspiration for anyone who is keen on indulging their sweet tooth over the summer months.
Whilst social is a key focus for the Finishing Touches recipe collection, we use the content in recipe slots within lifestyle media. So far, the recipes are proving to be a great success both from a media and social media perspective. Enticing recipe content always goes down well on Instagram, and we’ve certainly found that to be true for Finishing Touches, with both creators and Guylian fans sharing their comments on how impressed they were by the recipes and the overall look of the guide.
We’d like to give a huge thanks to all of the talented creators we worked with for Finishing Touches who once again pulled out all of the stops and wowed us with their outstanding dessert making skills!
To view all the recipes within the collection, visit: https://issuu.com/rochesterprgroup/docs/guylian_finishing_touches_summer_2022
For more information about Guylian, visit www.guylian.com
To keep up to date with Guylian’s latest news and delicious recipes, visit: