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