Hilda Bassey Effiong, popularly known as Hilda Baci, recently attempted to set a new Guinness World Record for the longest cooking period, and her efforts paid off, generating an audience of over 4.8 billion worldwide, according to a media intelligence report.
P+ Measurement Services, a media intelligence consultancy, conducted a media performance audit on Baci’s Cook-a-thon, which elevated her to the title of the world’s longest cook. The audit explored the sponsorships of Hilda Baci’s Cook-a-thon and the sentiment, reach, and share of the media by countries, among other things.
The report revealed that digital media received over 87% of the traction, while traditional media gained just 13%, promoting awareness and engagement with the event. Additionally, a significant number of social media mentions of the Cook-a-thon were recorded online.
The report grouped media coverage by country, with 67% of the coverage emanating from Nigeria, followed by 15% from the United States, 4% from the United Kingdom, 3% from neighbouring Ghana, and 1% from Canada. The remaining nations garnered relatively lower media shares, indicating varying degrees of interest and coverage.
The media share by country reflects the top five countries with the highest earned media coverage of Hilda Baci. The positive sentiment, according to the report, was at 85%, which can be leveraged by Baci to build brand loyalty and increase audience engagement. The negative sentiment of 15%, on the other hand, suggests that any issues or concerns raised during the event were addressed promptly and effectively.
The report noted that the audience reach of 4,812,704,500 shows the popularity and success of the Cook-a-thon media engagement. The traditional media gained 13%, while digital media gained 87% based on the media types analysed. Moreover, the high percentage of online media mentions suggests that digital media played a significant role in driving awareness and engagement about the event.
Finally, the report analysed the media attention garnered by the event’s top sponsors. The Amore Gardens was the most prominent sponsor with 18% media attention, followed by Uber with 14%, BaigeWallet with 13%, and Arla and Woodscope in lower positions, with 10% and 9% respectively. It’s worth noting that media prominence doesn’t necessarily indicate the level of financial or logistical support provided by each sponsor. The report emphasizes that it merely reflects the volume of media exposure and visibility each sponsor received during the event period.
In conclusion, Hilda Baci’s Cook-a-thon was a record-breaking feat that not only set a new Guinness World Record but also captured the attention of over 4.8 billion viewers worldwide, showcasing the power of digital media in promoting an event on a global scale.
