Social Media Strategy for Brand Building
Hillary Lyons
The Challenge
Despite the high quality and convenience of Kovi Kai’s frozen root juice, the brand was struggling to gain traction.
With little by way of photography and a limited budget for new media, we had to figure out how to develop a consistent flow of content so we could enhance the brand’s social presence. What’s more, the minimalist website failed to communicate the novelty and health benefits of Kima’s products.
The majority of sales were within Sonoma County, through Kima’s own personal network of family and friends. Kima wanted to build brand awareness through social media, digital marketing, and local partnerships so she could expand her market and hopefully, catch the attention of national grocery chains.
The Solution
A website revamp including:
- copy revisions to develop a more authentic brand voice and ensure consistency
- content strategy consultation to better leverage existing resources & identify gaps
- entirely new pages to better tell the Kovi Kai story, and highlight the unique benefits of the products
A content creation workflow and social media strategy that encompassed:
- development of a cohesive brand aesthetic & consistent posting schedule
- collaboration with photographers to develop new recipes & accompanying media
- social media giveaways & influencer collaborations
- regular analytics reports to track progress and adjust tactics
Digital marketing & media outreach that resulted in:
- partnerships & collaborations with local small businesses
- digital and print ad campaigns
- earned media placements in local and national publications
- features on specialty food e-commerce platforms
The Results
Once we had a content creation protocol in place, it was off to the races.
We began working with photographers to develop new recipes and get fresh media. We created Instagram templates to simplify content creation. With consistent posting, Kovi Kai’s social media channels blossomed. Brand awareness ticked up little by little.
Thanks to some influencer collabs and earned media, news of Kovi Kai spread beyond our little bubble of Sonoma County and customers from as far as New York and Florida began placing orders. And thanks to the business systems we developed, we were able to forge ahead with content marketing and steadily grow our audience despite the pandemic, faulty packaging, and other hurdles.
Today, Kima’s brand has the content foundation to succeed.
While this work is ongoing, some results (from the period between October 2020 – October 2021) include:
- +370% yr/yr in revenue
- +166% yr/yr website conversion rate
- +41% growth in followers on Facebook
- +23% growth on Instagram
