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Using social media to drive engagement and sales

The Challenge

Scottish preserve, marmalade and curd producer, Mackays, needed to raise awareness of its product range among a wider target market and generate engagement and interest in the Mackays brand.

The Solution

We quickly identified that optimising Mackay’s social media channels would be the quickest and most effective way of reaching and engaging with a wider audience.

Then we:

  • Developed target personas for Mackays – a detailed profile of the company’s target market
  • Identified which social media channels the target personas were most active on (Facebook, Twitter and Instagram)
  • Reviewed existing social media content and identified what was working well (and not so well)
  • Planned, plotted and created the social media content for each channel. This included:
    • Identifying existing social media trends and hashtags we could piggy back on including #TellAJokeDay, #HomemadeBreadDay and #NationalSandwichDay
    • Running social media competitions. For example, for #RandomActsofKindnessDay, we ran a competition to win a jar of Mackays
    • Engaging with social influencers during Marmalade Week, challenging them to create their own marmalade inspired recipe to share on social media
    • Sharing existing PR coverage to maximise its reach

The Impact

Increased awareness and engagement across each channel including:

  • An increase in organic Twitter impression to over 51,000 in 5 months
  • A reach of 35,000 with our top performing Twitter post
  • Over 139,000 organic impressions on Facebook
  • 513 shares of the #RandomActsofKindnessDay competition on Facebook

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