Cooking for trouble? A blogger’s collaboration with Unilever

Greece and OgilvyOne Athens

Feb. 2012

Sofia Gkiousou

www.DigitalScullery.eu

www.DigitalScullery.eu

The invitations

1998 First online writings

2002 London calling

2004 Digital Era

www.digital-era.org

2009 SoMaFusion

www.somafusion.com

2009 Digital Scullery

www.digitalscullery.eu

www.DigitalScullery.eu

The ingredients

• Lentils and how they inspire

cooking

• The Greek proverb: Love first

passes through the stomach

• Food that puts hair on your

chest

• Digital Scullery community &

friends

www.DigitalScullery.eu

www.DigitalScullery.eu

www.DigitalScullery.eu

www.DigitalScullery.eu

www.DigitalScullery.eu

Hors d’oeuvre

• Unilever & Ogilvy take to the

kitchen

• Looking for the right fit

• Researching food blogging

• An unexpected telephone

call

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www.DigitalScullery.eu

www.DigitalScullery.eu

www.DigitalScullery.eu

Sweet or sour

Why I said “yes” Why I could have said “no”

www.DigitalScullery.eu

Sweet or sour

Why I said “yes” Why I could have said “no”

www.DigitalScullery.eu

Sweet or sour

• Professional & comprehensive

proposal

• People who knew

what ‘social’ is

• Creative freedom

• Maintaining the

principles of Digital Scullery

Why I could have said “no” Why I said “yes”

www.DigitalScullery.eu

Sweet or sour

• If I couldn’t trust the product, brand,

company

• If there was no

appreciation for me and my work

• If the people did

not grasp what

‘social’ is

Why I could have said “no” Why I said “yes”

• Professional & comprehensive

proposal

• People who knew

what ‘social’ is

• Creative freedom

• Maintaining the

principles of Digital Scullery

www.DigitalScullery.eu

Mains

What does it

take for the

cake to

rise?

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Mains

Are we

talking in

the same

language?

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Mains

Are we right

for each

other?

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Mains

Could

cannelloni

be

“tunnels”?

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Desserts

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www.DigitalScullery.eu

Desserts

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Grabbing the ladle

1) Cooking is a labour of love

2) Kneading is better by hand

3) Some ingredients don’t work with everything

4) Wine needs to breathe

www.DigitalScullery.eu

Grabbing the ladle

1) Cooking is a labour of love

However, collaborations require professionalism

2) Kneading is better by hand

Without you having touched social media we’re

not talking the same language

3) Some ingredients don’t work with everything

Each blogger and each company have their

needs and priorities

4) Wine needs to breathe

All creative people need respect and freedom

Thank you

and

happy cooking

Sofia Gkiousou

www.DigitalScullery.eu

Feb. 2012