How the Thermomix Bimby community made it into the Guinness Book of Records.
Saturday 27 November 2021 I moderated a live show broadcasted on Facebook for the Thermomix Bimby community. The goal was to establish a new record of cooking videos uploaded to Facebook in one hour. The challenge wasn’t really the number of videos to be uploaded. Each cooking video had also to match the rules set by Guinness World Records in order to count as a valid submission. So, our community needed to start cooking and recording in the weeks before the actual event.
I remember when I walked into the building at Vorwerk International for my first interview. I, a passionate Thermomix customer, was so excited to have the chance to apply for the open position as an international Social Media Manager for the brand I loved. The excitement didn’t last very long. I remember how I retired my application as soon as I got home.
The COVID-19 lockdown in spring 2020 was a unique experience. It was a mix on the edge between losing mental sanity and having the most creative moments for a long time. Particularly, I had more time for playing the piano and as a strange circumstance, I started playing with GarageBand after I managed to connect it with my piano.
Per definition, brand communities are networks of people attached to a brand who share the same passion and values. Building such a community is an art that requires dedication, competencies and time. But once it’s there and activated, it’s a happy kicking living thing that takes over the brand in return for helping the business to outperform.