Betty Crocker

Betty Crocker wanted to grow its Australian social media presence through relatable, value-driven content that empowered home bakers... Enter Clearwater. The objective was to increase engagement, build brand affinity, and maintain a consistent voice that reflects the brand’s heritage while staying fresh and relevant across Instagram and Facebook.

While Betty Crocker is a well-loved and trusted name, its social content needed a refresh to remain competitive in a changing landscape where audiences crave value, entertainment, and inspiration. The challenge was to balance brand consistency with modern platform expectations; particularly by increasing relevance and engagement while avoiding content fatigue.

Clearwater developed and executed an organic content strategy built around four key pillars:

• Inspired Through Seasons: Celebrating timely baking moments
• A Baking Expert: Hacks and tips from Betty
• DIY (Decorate It Yourself): Playful and engaging decorating content
• Promo Driving: Retail-focused and product-led messaging

Through a video-first strategy and audience-focused execution, we created content that felt both timeless and current. Key content formats included:

• Baking hacks that offer practical utility
• UGC-style video that showcased decorating tips or seasonal inspiration
• Short-form content aligned to seasonal moments and holidays
• Collaborator posts that extended reach and built community connection

We also experimented with static formats and carousels for Ask Betty and Baking 101 with Q&A and baking tip lists, optimised with save-worthy CTA prompts.

Post formats included:

• Product-led teasers campaigns
• Lifestyle-led Reels
• Premium UGC reposts with aspirational storytelling
• Relatable seasonal content

Key insights:

• Baking hack Reels and UGC-style tips consistently drove saves and share
• Static posts saw steady engagement when offering utility (e.g. “save this tip”)
• Seasonal content remained a strong engagement driver year-round
• ‘Ask Betty’ content and instructional carousels added educational credibility and warmth

Clearwater’s approach helped Betty Crocker strengthen its digital presence with a tone that felt helpful, nostalgic, and scroll-stopping. The benefits included a more engaged audience, a clearer content structure, and a proven formula of practical, visual storytelling. By combining platform insights and strategic content creation, we were able to surpass the follower KPIs, exceed engagement benchmarks, and confirm the value of a video-first and audience-focused strategy.