Snowflake
INSTAGRAM FEED MANAGEMENT
FACEBOOK ADS
Increase brand awareness, boost sales and engage with gelato fans — Snowflake wanted it all. So we delivered.
The challenge
Snowflake already had an established Instagram feed and loyal fanbase. Their next mission was to achieve more consistent growth. And faster. But before we could get started on that, we first had to pin down what appealed most to their existing followers and potential new ones.
The solution
Our first action was to create content pillars that accurately reflected Snowflake’s mantra of Serving Happiness to every customer. Based on Snowflake’s brand pillars, these provided the foundation on which we could build a content strategy.
Testing a variety of images and styles of photography and videography soon showed us which content engaged best with Snowflake’s audience. A lot of this content was produced in house, to maintain the continuity and quality.
Once the feed was looking fresh, we began an influencer engagement campaign to generate UGC and organically spread the Snowflake happiness to new audiences.
Nine of the 12 top-performing posts were created by our content team. The other three were created by high-profile influencers and shared on Snowflake’s feed.
None of this would have been possible without also having fantastic new products and concepts to talk about. We approached brand partners for collaborations and hand picked influencers for each, to increase reach and create a buzz around each campaign.
The outcome
In our first six months we increased net follower growth rates by 417% and by a further 64% in the second six.
Our work created an authentic, compelling brand story for Snowflake and saw us achieve 500% growth in interactions. People have even been into the stores showing their Instagram feeds, asking for products they’ve seen on there.
Snowflake is now a brand that influencers are eager to work with, with dozens of requests sliding into our DMs every week. Over the last six months we’ve hosted 34 unpaid influencers, reaching a potential audience of almost 500k
Paid-for ads have enhanced Snowflake’s follower growth. Tactically promoting posts using retargeting and lookalike audiences has allowed us to reach new, relevant people that wouldn’t otherwise see our content.
We’ve brought on new followers for as little £0.31 each and achieved an overall figure of 1.2 million impressions in six months (that’s an almost 200% increase).