[leadership, design, ideation, strategy, set direction]
PURPOSE - Help a new snack brand grow in both brand awareness and sales. Push some boundaries and get some attention.
CHALLENGE - Limited availability of product, quiet audience and little to no budget.
SOLUTION - Deepen the understanding of the target audience. Define a clear voice on all social channels. Create posts that get a conversation started through lifestyle images & micro-campaigns that tap into a sense of humor and familiarity. Keep the content fresh by not exhausting concepts and using a good mix of static, animation & video.
OUTCOME - When we started with Buck Wild they had relatively small numbers when it came to followers. Within 7 months we saw their social channels grow at a healthy rate. FB grew from 1,700 to 28,000 with a minuscule monthly budget for paid. And IG grew from 40 to 750 with no paid.
Ultimately, all marketing dollars shifted to FB only, although we continued to maintain existing efforts for both FB and IG organic. We were able to tie ROI directly to our FB paid campaign. We started the paid ad campaign on FB May 15th and by early June Buck Wild reported that the 3rd week of our campaign directly helped the brand have its single largest sales volume week since the product launched. This exceeded all other weeks by 54%. The product sales were located in the markets we targeted during our FB campaign.
During the paid campaign effort on FB our top performing content was the videos (cooking/kitchen) and the retargeting animations with an average engagement rate of around 30% (which became our benchmark for TOP of the TOP performers). Our static images had an engagement rate of 5%-10% which is still extremely high for this channel.
The full success of this effort was continually supported by the creative team through generating assets/content at an average of 80% for organic and 100% for paid.