SOCIAL CONTENT

Channel Specific Content

Through our partnership with Artisan Production House and Penguin Random House, Hiker has worked with many different food and lifestyle celebrities- from Bobby Flay to Marie Kondo. But by far our most successful engagement has been with the Contessa of all things culinary – Ina Garten, for whom we crafted dozens of short, breezy recipe videos.

What Makes
it Work?

SOCIAL BY DESIGN

These pieces are built for Instagram and Facebook.  They’re short, work without audio, and are shot for a square frame.  There are best practices when creating native content for social media, and in fact, square video has much higher completion view rates than traditional 16:9 content.  We designed a custom mobile overhead dolly set-up for the shoot at Ina’s production kitchen, and the final series adds in timelapse footage and simple, bold graphics.

143k

INSTAGRAM VIEWS
in 60 minutes

IT CAPTURES THE BEST OF THE BRAND

The Barefoot Contessa’s brand is all about an aesthetic that’s aspirational, yet achievable. So these videos had to look great but feel effortless. From music to framing to simple graphical elements that use Ina’s own handwriting, we worked hard to capture the Barefoot Contessa’s personality – she’s present, even though we never actually see her face.

Ina’s Famously Simple Cheese Plate

IT’S ITERATIVE

Much like human centered design or agile development models, we iterate and think strategically about production. For Ina’s recipes, Hiker tested and and adapted our production model over multiple sessions, starting with an iPhone in a personal kitchen. Subsequent production iterations at Hiker NY and Ina’s production kitchen in the Hamptons solidified the final model.

In-house food styling test shoot
at Hiker Studio

In-house food styling test shoot
at Hiker Studio

The Results

Ina already has a built in audience that adores everything she does.  It’s not a leap for anything she posts to get several thousand likes and shares within a few hours.  But even so, we found that our content outperformed everything else she was sharing.

Lemon chicken recipe
1.5M Views on Facebook
187K Plays on Instagram
Cheese Plate
683K Views on facebook
  • Photos
  • Videos
AVERAGE SHARES ON FACEBOOK
943
16,825
AVERAGE LIKES ON FACEBOOK
21,750
39,500
AVERAGE COMMENTS ON FACEBOOK
1,063
2,160
AVERAGE LIKES ON INSTAGRAM
50,040
158,500

Our content also inspired additional extension PR. A few days after our cheese plate video launched, Ina and Seth Meyers had a cheese plate off, which was covered by food sites Refinery29, eater.com, and others.

Ina makes a better cheese plate than Seth Meyers

Tools

Live Action Production
Live Action Production
Editorial
Editorial
Color
Color
Audio Mix
Audio Mix
Graphic Design
Graphic Design