George Weston Foods wanted to help reinvigorate the Bürgen brand by increasing presence and visibility via social media channels (Facebook and Instagram), whilst strengthening their consumer relationships and increasing engagement.
The Bürgen team engaged Saltmine to create content for both social media accounts, focussing on a mix of the key messages (nutrition, lifestyle, taste, enjoyment) with a link to how the goodness of Bürgen will help you to make everyday a good day.
To supplement the social media activity, we developed a micro-influencer campaign (those with 3,000 + followers), during which influencers were briefed to supply posts of Bürgen occasions and recipes to provide consumers with ideas on how to incorporate Bürgen into their life. The micro-influencer campaign was a solid way to ensure that we increased brand awareness and continue to remind consumers to purchase.
Saltmine’s remit also extended to social media management, including scheduling regular posts, engaging in conversations with consumers and monthly reporting and analytics.