Online Competition and Social Media Management
Piccadilly Biscuits
Piccadilly Biscuits, a venerable institution in the Ghanaian culinary landscape, has carved a niche for itself as a purveyor of delectable biscuits cherished by families across West Africa. With a rich heritage spanning over six decades, Piccadilly Biscuits remains a cornerstone of tradition, baking quality treats that evoke nostalgia and delight in equal measure. Founded as a family business in Ghana, their commitment to crafting wholesome and nutritious biscuits has endeared them to generations of Ghanaians and beyond.
The Challenge:
When Piccadilly Biscuits approached Spectra Marketing, their social media presence was dormant, presenting a significant challenge in connecting with their audience and promoting their iconic Piccadilly Gem Biscuits. The task at hand was to rejuvenate their social media platforms, particularly on Instagram and Facebook, and to orchestrate a Christmas Competition aimed at boosting engagement, increasing followership, and amplifying brand reach within the African market. The competition sought to tap into the cherished tradition of gifting Piccadilly Gem Biscuits during the festive season, fostering a sense of community and nostalgia among Ghanaians.
The Solution:
Spectra Marketing crafted a bespoke social media marketing strategy tailored to the unique identity and aspirations of Piccadilly Biscuits Limited. Leveraging our expertise, we devised a multi-faceted approach to breathe new life into their digital presence:
Unique URL Creation: We established a distinct URL for Piccadilly Biscuits' Facebook page, enhancing brand visibility and accessibility for their audience.
Campaign and Competition Design: With creativity at the forefront, we conceptualized and executed a captivating social media campaign and competition centered around the iconic Piccadilly Gem Biscuits. Encouraging Ghanaians to share photos of their cherished biscuit moments, we fostered a sense of camaraderie and festivity, igniting conversations and connections across social platforms.
Results:
The collaboration between Piccadilly Biscuits and Spectra Marketing yielded exceptional outcomes, including:
Significant Follower Growth: Piccadilly Biscuits' social media following surged by 13,250 fans, representing a remarkable increase of 45.6%, underscoring the resonance of our campaign with their audience.
Skyrocketing Engagement: Interaction soared to over 31,000, marking an astronomical increase of 779,175%, as Ghanaians enthusiastically embraced the spirit of sharing and celebration embodied by Piccadilly Gem Biscuits.
Impressive Impressions: Total impressions surged to 669,236 during the campaign period, representing an astounding growth of over 23,000%, with Facebook and Instagram serving as vibrant hubs of engagement and interaction.
Domination on Instagram: Impressions on Instagram reached 487,238, showcasing a staggering growth of 23,481.3%, as our campaign resonated deeply with audiences on the platform.
Substantial Engagement Uplift: Engagement on Facebook skyrocketed to 31,171 interactions, while Instagram witnessed a notable increase of 384.6%, totalling 1,352 interactions, highlighting the success of our efforts in fostering meaningful connections and dialogue.
Conclusion:
In conclusion, the collaboration between Piccadilly Biscuits and Spectra Marketing exemplifies the transformative power of strategic social media marketing in amplifying brand visibility and fostering community engagement. By harnessing the spirit of tradition and celebration embodied by Piccadilly Gem Biscuits, we not only revitalised their digital presence but also ignited a sense of shared joy and camaraderie among Ghanaians during the festive season.