Intro
Pynes of Somerset, Somerset’s award-winning master butchers, partner with
Somerset Day, a Community Interest Company with the single aim of celebrating Somerset and all it has to offer.
My aim was to create a social media campaign that increased the both brand’s visibility by encouraging the local community to have their say in the flavour of the official Somerset Day sausage.
Services
Tone of voice, copywriting, social media content.
Details
To begin, a promotional video was created to raise awareness of the campaign.
The community was encouraged to submit their flavour suggestions to be in for a chance to win a sausage a day for a year and the chance to make their own creation.
As a lively, family-run business, the Pynes of Somerset team is great fun
to be around so it made sense to make the promotional video tongue-in-cheek.
The aim was to make the content look as raw as possible to ensure maximum
engagement as audiences are now so used to polished ads, they tend to
skip past them.
After entries were submitted and eight flavours were selected by Pynes of Somerset, the flavour competition followed a ‘knock-out’ process with quarter-final, semi-final and final rounds using Facebook, Twitter and Instagram polls. The votes were counted at each stage until two final flavours remained where votes were cast for the winning flavour.
Results
There was no paid budget for this campaign so all results are completely organic:
- 8,000 sausages sold out
- 34,232 impressions and reach across Facebook, Twitter and Instagram reached
- 2,044 engagements
- Almost 1,000 votes cast online
- 7.22% promotional video engagement rate
- Coverage online locally
- Pynes of Somerset produced 8,000 sausages which sold out
over the Somerset Day celebration period and were available
to buy at eight different locations across the county.
