Client: Jelly Belly
Revamping the UK Facebook channel’s creative content
Jelly Belly, the Californian based candy company, renowned for their eclectic mix of flavoured jelly beans, have localised social media channels. The UK Facebook channel had a large following, but the engagement was quite low, meaning that the brands share of voice was also declining. A bit of a worry in such a competitive consumer arena as confectionary.
The recipe for engaging social content
We had an inkling that the US-led visual assets weren’t connecting as well as they could for the discernible UK audience. So, we conducted competitor analysis to look at the content Jelly Belly’s local audience were engaging with, so we could start to identify a point of difference with the likes of Skittles and Haribo.
We also actioned research into what the wider UK target audience wanted from a consumer brand’s Facebook in terms of image, messaging and purpose within their own social community. And finally, we took an overarching look at the latest content trends to adopt. Collectively, these learnings helped us to devise a new content creation strategy and determine how many UK specific posts should be integrated into the monthly publishing calendar.
Only a month later…
IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN SOCIAL CONTENT, GET IN TOUCH: HELLO@WEAREBOTTLE.COM