The marketing campaign for The Great Canadian Baking Show (Season 5) aims to achieve several goals. As the show’s target audience is limited to amateur bakers and women in their mid-twenties to mid-thirties, the campaign’s primary goal is to expand the target market to include other demographics. For example, an older demographic of people in their sixties can be reached, as well as males in their mid-twenties to mid-thirties. Another goal of the campaign is to increase customer value. The Great Canadian Baking Show should aim to offer viewers the emotional and epistemic value that other baking TV shows cannot offer. The increased viewer value corresponds to the third goal of the campaign, which can be defined as a viewer engagement boost. Thus, engagement and emotional and novelty values of the show can be achieved by offering viewers opportunities to affect the outcome of the show by voting. In addition, viewers can be given a chance to request specific recipes for baking during each of the contest’s eight weeks.
The discussed marketing campaign’s success is defined by factors such as traffic, engagement, viewer loyalty, and reach. Thus, a significant increase in the number of viewers should be considered a positive outcome of the campaign for season 5 of the show. Enhanced diversity in the audience demographics can be viewed as the campaign’s success. Moreover, viewer engagement can be interpreted as a successful outcome, such as people writing about the show online using the show’s hashtags, voting for contestants, or what recipes to bake. Repeat views of the show, such as new viewers watching more than one episode of the show, are also a favorable results of the campaign. The lack of new viewers, a diverse demographic, viewer engagement, or loyalty can be regarded as the failure of the campaign to achieve its stated goals.