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PILGRIMS CHOICE
Creating mouth-watering social media.
The Task At Hand
Most FMCG brands do a poor job on social media. Pilgrims Choice knew this and could see social media as a great space for them to play in. The problem was, their social was lacking any clear strategy, no social-first content creation and they only ever used paid media to push Above The Line campaigns.
We needed to identify clear target audiences, how we wanted to speak and what content consumers really wanted to see. So that's exactly what we did.
The Solution
We got to work on identifying our core target audiences, creating a strategy around recipes and video content. We wanted to act less like a brand and more like a food publisher, with cheesy food porn at the heart of our comms. In March 2022 we launched Pilgrims Choice on TikTok, starting to reach foodies of the future in order to continue to build long term brand.
The Outcome
We focused our efforts on REELS in order to maximise organic reach and used cut down 4:5 videos as paid social ads to drive paid reach & frequency. In our first 9 months (May 2021 - Dec 2021) we increased organic video views by 14,000% (yep, that's not a typo). Commercially we make sure we focus our core budget on creating content that drives reach & frequency of our core shopper in order to create stronger brand salience at POP.
Key Takeaways
Having a channel strategy is key to success when your brand has a broad target audience. Know who spends time on what platform and make content for them.
Creating a feedback loop for reactive and trending content discovery and sign off is key to social media success.
Creating REELS and TikTok's that hook people in is vital when creating FMCG food content.
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