To inspire ambitious home cooks, Electrolux created the Tumblr food destination: Now You’re Cooking. The campaign revolves around the insight that people are increasingly using online recipes. So the idea was to create a series of recipe films that let food-lovers cook-along with at home.

Each film can be set to cooking-mode to cook-along with the chef and sits alongside inspirational imagery and activity such as reblogs, likes and PR mentions.

The blog collected over 800,000 followers, highlighting the power of Tumblr as a platform that can connect global foodies on a level that is otherwise difficult through traditional advertising.