By Modupe Gbadeyanka
The buzz created a few days ago by the Hilda Baci Cook-a-thon may be going down gradually, the chef benefitted from the media hype and attention she attracted during the period.
Hilda Baci, born Hilda Bassey Effiong, attempted to ink her name in the highly prestigious Guinness World Records by becoming the world’s longest-cooking champion.
Though she broke the record of over 85 hours when she cooked for 100 hours, her feat is yet to be officially acknowledged. This could take more than a month to be ratified.
A leading Media Intelligence Consultancy, P+ Measurement Services, conducted a media performance audit on Hilda’s Baci Cook-a-thon by critically examining the media sentiment, media reach, media share by countries and sponsorships.
According to the analysis, the positive sentiment garnered 85 per cent, which Hilda Baci can leverage to build brand loyalty and increase engagement with her audience; while the negative sentiment of 15 per cent suggests that any issues or concerns raised during the event were addressed promptly and effectively.
The analysis of media share by country highlights the top five countries with the highest earned media coverage of Hilda Baci, with 67 per cent of the media coverage from Nigeria, followed by the USA with 15 per cent.
The United Kingdom had 4 per cent, Ghana accounted for 3 per cent, and Canada accounted for 1 per cent. The remaining countries had a relatively lower media share, indicating varying degrees of interest and coverage.
Hilda Baci’s Cook-a-thon was analysed using data harvested from traditional and digital media. These media types provided significant insights on the reach, impact, and characteristics of the event, with 87 per cent generated from digital media and 13 per cent from traditional media, providing a sense of credibility and authenticity to the event.
The audience reach of 4,812,704,500 is a testament to the popularity and success of the Cook-a-thon media engagement. The traditional media gained 13 per cent, and the digital media gained 87 per cent based on the media type analysed. The high percentage of online media mentions also suggests that digital media played a significant role in driving awareness and engagement about the event.
The Amore Gardens, the top sponsor, received 18 per cent of the media attention, followed by Uber with 14 per cent, BaigeWallet in third with 13 per cent, and Arla and Woodscope in lower positions with 10 per cent and 9 per cent, respectively.
It is important to note that media prominence doesn’t necessarily equate to the level of financial or logistical support provided by each sponsor. It reflects the volume of media exposure and visibility they received during the event period.
