Objectives

Our first integrated marketing campaign on behalf of Hybu Cig Cymru – Meat Promotion Wales was promoting PGI Welsh Lamb to UK consumers, representing a huge step into data-driven, measurable social media communications for the Welsh red meat industry.

Audience insight

During the planning stage all insights were provided by our proprietary insights methodology, Mapper360®. This approach enabled our bilingual analysts to look at over one million data points across online digital and social conversations and to benchmark Welsh Lamb against its competitors. We were then able to identify the three highest value audiences most likely to buy, cook and be advocates of the product and to build our campaign around the targeting of these groups.

Strategy/idea

Whereas previous campaigns focused on traditional marketing channels, such as TV commercials and print advertisements, we needed to:

  • Move away from a traditional marketing approach towards a digitally focused campaign
  • Deliver a more targeted campaign that maximised ROI through identifying key target audiences across the UK
  • Ensure the impact of the campaign was fully measurable with clear outcomes

Implementation

Having identified the three key digital tribes that would be targeted, we set about engaging with them directly across multiple social platforms, seeking to grow and transfer the audiences from Twitter to Facebook and Instagram.

We implemented a paid social media strategy based on the insight work developed by Mapper360®.  An influencer strategy was implemented against each of our digital tribes, with the follower count of the influencers not necessarily seen as the main factor, but rather their relevance and resonance with the target audience.

Refreshed imagery was developed along with a range of engaging creatives, reinforcing the core brand markers of provenance, tradition, and traceability.

To complement our digitally focused approach we also implemented PR and event work including:

  • An influencer dinner with leading journalists and celebrity chef, Bryn Williams held on 1 August to tie in with ‘Lamb Day’, marking the start of the Welsh Lamb season
  • Bryn Williams appearing on Channel 4’s Sunday Brunch
  • Welsh Lamb being the main attraction of a Welsh produce takeover at London’s historic Borough Market
  • Presence at events such as BBC Countryfile Live and the Good Life Experience, where engagement work with our ‘Lambassador’ Chris Roberts helped grow the Welsh Lamb Family newsletter database by almost 250% in only three months

Scoring/evaluation

The campaign surpassed all of its objectives and greatly increased the client’s digital footprint. Headline results included:

  • 102% increase in total Facebook page following
  • 155% increase in total Instagram following
  • 210% increase of website traffic compared to last year’s campaign
  • Over 117,000 clicks to the website
  • 319% increase in Welsh Lamb Family e-bulletin subscribers