With a very short lead in, we knew from the outset that our content strategy couldn’t be based on what might work, it had to be backed by data. Our analytics team set about reviewing past performance and found clear correlation between memorable moments and peaks in engagement.
Our team started by landing a storytelling creative direction with a focus on the two new lines and some of the other here range. We worked output backwards, the team programmed deliverables for each type of content to ensure a strong bank of creative assets with full usage rights.
We connected with our network to collaborate with leading food stylists elevating each product with x2 incredible recipes per product.
In one content day, our team produced a total of 110 assets ranging from photos to recipes, gifs and video. But the biggest impact was on Instagram with a 16% percent increase in followers in just the first 4 weeks.