“It helped prove that social media marketing was worth the investment“
Vegetarian Express provides plant-based food and recipes for the catering industry. Their aim is to put exciting, healthy and innovative food on any menu.
As both suppliers and consultants to the catering industry, they are now the UK’s premier specialist distributor of vegetarian and vegan products within food service.
Whilst working with Vegetarian Express on its digital presence, Sleeping Giant Media have provided the following services;
- Paid social media marketing
- Organic social media marketing
Vegetarian Express wanted to build upon its social presence and create new industry leads within the food service industry, utilising its Veganuary campaign.
The campaign would be promoted throughout the latter half of December, before a full launch in January. The campaign would be largely promoted through an email and social campaign (organic and paid), with Sleeping Giant Media managing the paid aspect in its entirety.
One of the issues that faced Vegetarian Express at the start of the campaign is that they were relatively unestablished on a social front. In addition to this, their target audiences were people who worked within the food service industry, and so broad interest targeting on terms such as veganism would have resulted in targeting large numbers of non-relevant people.
With this in mind, narrowing their targeting and utilising the multiple audience options on Facebook was at the centre of Sleeping Giant Media’s approach, and care was made to continue to filter the audiences. To make this more accurate, the agency also incorporated Facebook Pixel information and set up lookalike and remarketing audiences.
Video assets were used primarily to target new audiences and build brand awareness, with image and link ads used to drive direct traffic to the website.
lead volume to date
From our Social Media Manager:
“Achieving results in this campaign was not only a great thing for the company but also helped prove that the social media activity was worth the investment. It was a real win for the client as evidenced by our continued working together.”
– Ben Hawkes, Snr Social Media Manager
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