On this week’s Serious Social, Annabelle and Katy discuss the findings from our latest insights report – Devouring the GBBO Social Opportunity. Bake Off is responsible for a huge level of conversation, with almost 1M mentions on Twitter alone last year. You don’t have to be a baking brand to chat about the show but it can be hard to find the hooks that give you the right to be part of the conversation. We talk about successful brands who didn’t sponsor the show last year but were indelibly linked to the social chatter, and how you can use insights to build a show-stopping social strategy.

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