Nikki Dinki
Case Study

THE OBJECTIVE: 

To generate high-profile, consumer print, online, and broadcast coverage for Food Network and Cooking Channel personality, Nikki Dinki, and promote the launch of her first cookbook, Meat on the Side.

THE STRATEGY:

Nikki Dinki’s personal journey with food gave her a unique perspective on cooking that she was excited to share with the world. She embarked on her culinary career by posting cooking videos on YouTube and sharing her new recipes on her blog, NikkiDinkiCooking.com. From there, she earned the opportunity to be a contestant on season nine of Food Network Star in 2013 and although she didn’t win, her unique semi-vegetarian style led her to host her own show on Cooking Channel.

Although Nikki had a few star moments on Food Network, she hadn’t yet made a break through to main-stream media. On the brink of becoming  a prominent food personality, she wrote her first cookbook, Meat On The Side, to release on June 7, 2016 and The Brooks Group was brought onboard six months prior to activate a successful launch. They immediately initiated an aggressive media relations approach to help generate high-profile national coverage and introduce Nikki to the majority of media in food and lifestyle spaces. The Brooks Group executed this by conducting hyper-targeted consumer outreach to national TV producers and top consumer print and online editors.

After the book launch, The Brooks Group focused efforts on keeping Nikki’s name and her ‘meat on the side’ philosophy top-of-mind to the media. To do this, they executed a three-pronged approach, consisting of building Nikki’s social media presence through opportunities like Facebook Lives and social takeovers, conducting seasonal recipe pitching, and pursuing timely opportunities, capitalizing on Nikki’s ability to adapt and create new original recipes quickly and efficiently. The Brooks Group succeeded in gaining coverage for Nikki by securing broadcast and digital cooking demos, seasonal recipe features, and positioning her as a go-to vegetable-focused food expert in all proactive and reactive pitching efforts.

THE RESULTS:

Over the course of the book launch, The Brooks Group generated a variety of print, online and broadcast press in the food and lifestyle spaces, resulting in over 266,600,00 impressions. Highlights include profile pieces in Parents and Where Women Cook, recipe features in O, The Oprah Magazine, Shape, Clean Eating, The Daily Meal, Prevention.com, Parade, New You, am New York, Metro, and more.  Broadcast appearances include cooking segments with Wendy Williams, The Kitchen, Fox Foodie, Inside Edition, and a radio interview with Heritage Radio’s Sharp & Hot. With a strong focus on social media, The Brooks Group also secured Facebook Live cooking demos on Real Simple, Health, My Recipe, Cheddar Life and Food on Facebook.