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Case Study

The Challenge

Mighty Fine began as a small chocolate shop in Camden in 2014. They’ve been building their brand ever since, successfully getting their chocolate covered honeycomb into big retailers and supermarkets around the UK. The brand falls between the cheekiness of Twix and the high quality of Ferrero Rocher.

Despite the brand growing extremely fast, Mighty Fine’s social media content wasn’t keeping up. The content was inconsistent, didn’t match the individuality of their products, and didn’t resonate with their audience. Mighty Fine’s social channels needed to match the success of the brand and meet the supermarkets’ expectations for advertising reach.

Mighty Fine came to us to help them improve brand awareness with distinctive visual content, which could then generate more in-store and online sales. They also wanted to bring their offline and online advertising together, creating a cohesive visual brand that everyone could recognise.

The Solution

Content Strategy

We started by identifying Mighty Fine’s audience and why they love the products. The social media content needed to primarily speak to women aged 25+ who enjoy a special cheeky treat, often at home in front of the TV.

We created a regular stream of colourful, engaging, fun videos and images for Instagram, Facebook, and Twitter, featuring compelling designs which would stand out on anyone’s timeline. We humanised the brand and its two founders by telling their story with fun imagery, jokey slogans, and interesting facts. We also highlighted their support of The British Bee Keeping Association, which aims to build bee populations in the UK.

We also showed the audience what kind of quality ingredients go into every piece of honeycomb and dipped almond, from the 5000 bees that produce it to the surprisingly high protein content.

Content Strategy

We started by identifying Mighty Fine’s audience and why they love the products. The social media content needed to primarily speak to women aged 25+ who enjoy a special cheeky treat, often at home in front of the TV.

We created a regular stream of colourful, engaging, fun videos and images for Instagram, Facebook, and Twitter, featuring compelling designs which would stand out on anyone’s timeline. We humanised the brand and its two founders by telling their story with fun imagery, jokey slogans, and interesting facts. We also highlighted their support of The British Bee Keeping Association, which aims to build bee populations in the UK.

We also showed the audience what kind of quality ingredients go into every piece of honeycomb and dipped almond, from the 5000 bees that produce it to the surprisingly high protein content.

Pop Culture Imagery

Mighty Fine’s products are perfect for a moment of indulgence, so we created cheeky designs featuring imagery from popular primetime TV shows, including The Great British Bake Off, The X Factor, and Strictly Come Dancing, and the famous faces we associate with them.

This creative, quirky content was created specifically for the target audience and fit perfectly with when and how they enjoy the products.

Micro-influencer Engagement

To build even more brand awareness, we sent products to bloggers and micro-influencers on Instagram and YouTube. Micro-influencers have small but engaged followings, so we focused on those who appealed to Mighty Fine’s audience of women aged 25+. As always, each influencer was vetted to check their following was 100% genuine.

We gave the influencers freedom over how they reviewed the Mighty Fine products and incorporated them into their content, because we were confident they’d enjoy them.

Micro-influencer Engagement

To build even more brand awareness, we sent products to bloggers and micro-influencers on Instagram and YouTube. Micro-influencers have small but engaged followings, so we focused on those who appealed to Mighty Fine’s audience of women aged 25+. As always, each influencer was vetted to check their following was 100% genuine.

We gave the influencers freedom over how they reviewed the Mighty Fine products and incorporated them into their content, because we were confident they’d enjoy them.

Targeted Social Media Advertising

When a Mighty Fine product launched at a new supermarket, we would use social media marketing budget to target that specific area.

To make sure we achieved a positive return on investment, we tested which platforms would target the most people in the most cost-effective way. For example, this helped us achieve a cost-per-thousand views (CPM) of £1.09.

Results

Mighty Fine’s social media campaign successfully increased their following by over 50%. These new followers are 90% UK-based, making them much more likely to spot Mighty Fine’s products in their local supermarket. As well as increasing Mighty Fine’s following, we also improved engagement by over 30%.

The new Mighty Fine content strategy connects with exactly the right audience and strengthens the brand’s presence in national supermarkets. It also joins up all their branding, creating one creative, colourful, identity.

Results

Mighty Fine’s social media campaign successfully increased their following by over 50%. These new followers are 90% UK-based, making them much more likely to spot Mighty Fine’s products in their local supermarket. As well as increasing Mighty Fine’s following, we also improved engagement by over 30%.

The new Mighty Fine content strategy connects with exactly the right audience and strengthens the brand’s presence in national supermarkets. It also joins up all their branding, creating one creative, colourful, identity.

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Results

57%
Increase In Audience

868,660
Impressions

511,778
People Reached

6x
Return On Investment

57%
Increase In Audience
868,660
Impressions
511,778
People Reached
6x
Return On Investment

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