Lancashire Farm is already a popular choice for yoghurt all across the UK. However, it wanted to strengthen its position across the supermarket space, growing market share further. The campaign focus was to increase awareness and build a stronger connection with both existing and new audiences.
Over a three-month period, Tempt delivered a digital marketing strategy designed to create audience growth and increase visibility, with the aim of keeping the FMCG brand front of mind for consumers.
The Challenge
Lancashire Farm already had strong brand recognition in retail, but needed a more consistent and scalable social media strategy.
The brand needed to:
- Increase awareness across Facebook and Instagram
- Improve audience engagement
- Grow Instagram followers
- Build stronger brand storytelling
- Share content that felt more modern and platform native
- Develop a strategy that could later shift from awareness to conversion
The Strategy
The social media marketing campaign we crafted for Lancashire Farm focused heavily on top-of-funnel awareness in the early stages. By segmenting the audience into three distinct groups, we were able to deliver more targeted messaging across each stage of the funnel. Paid social ads drove scale while organic content and influencers supported trust, engagement and brand storytelling.
Each channel played a different role within the funnel. Paid social acted as the engine for scale, influencers supported consideration, and organic social media content helped convert audiences into followers and engaged food lovers.
Summary
of activity.
Paid Social: We used Instagram and Facebook paid campaigns to maximise visibility and introduce Lancashire Farm to wider audiences across the UK. Throughout the campaign, we continuously tested, learned and adapted our approach, ensuring every decision was backed by data and optimised for best results.
Influencer Marketing Influencer activity focused on relatable food and lifestyle creators who aligned with Lancashire Farm’s family-friendly, healthy and accessible positioning, helping to build connections with new and existing audiences.
Organic Content Organic social media centred around a mix of creative content formats designed to drive engagement and grow the brand’s online community. Leaning into UGC styles and real-life storytelling,
Our Results
In just three months, the campaign generated significant growth across both Facebook and Instagram, accumulating over 4.6 million views and reaching more than 1.3 million people across both platforms.
Paid social drove the majority of reach and visibility, while organic content and influencer placements helped to tell the ongoing story behind its great tasting, free-range, British yoghurt.
The FMGC brand now has a clear creative direction, a deeper understanding of its audience, and a social strategy built to scale.