So Soft

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THE CHALLENGE

With two new flavours hitting supermarket shelves, The So Soft Marshmallow Company biggest challenge was trying to grow their social media reach and engagement at the same rate as their ever expanding product range.

MORE DATA

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.

BETTER CONTENT

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.

BIGGEST IMPACT

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.

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