CASE STUDY: Produkty Cukiernicze Brześć
How do you grow the organic reach of your posts?
THE CLIENT
Produkty Cukiernicze Brześć – a family firm making traditional confectionery to home recipes. Above all the brand's flagship sweets: glazed puff-pastry straws and bite-sized choux puffs. The confectioner from Brześć Kujawski, in central Poland, also offers yeast cakes and shortcrust bakes, bundt cakes and gingerbread, among other things.
THE CHALLENGE
The main challenge in steadily raising recognition and reaching the brand's target group — women over 25 — is the absence of an ad budget. So the goals have to be squared with what the company can actually do. That means constant growth in brand awareness and fan engagement without spending a dime.
WHAT WE DID
For the Produkty Cukiernicze Brześć Page, we decided to build the communication around skillful wordplay. The main way of reaching fans became funny little scenes with Brześć products in the lead roles. The sweets turned into characters, holding dialogues built on double meanings. So we take well-known sayings, proverbs and set phrases and give them a new meaning.
Examples:
RESULTS
The numbers speak for themselves! Thanks to the new communication, we managed to push daily post reach up by a full 50%. The individual stats are below.
Daily reach BEFORE:
Daily reach AFTER:
That's not all! Another marker of high-quality communication is an engaged audience. The wordplay on the Produkty Cukiernicze Brześć Page turned out to be effective enough to push people into even more activity. On their own initiative they don't just read the dialogues, they write their own. For the Social Lama team, that's the best proof we're making content the target group finds interesting and engaging:
TIPS FROM SOCIAL LAMA
✔ Gather information about your target group — what interests them and what engages them most.
✔If you're using wordplay, keep it clear and sharp — a fan should catch the second meaning easily. Let's not wade too deep into ambiguity; stick to the simplest options — the power is in simplicity 🙂
✔Check whether the communication you've proposed actually works and stands out in the market. The competition doesn't sleep! 😉
✔Be creative and the budget won't be a problem for you! Content that isn't an ad can still be engaging 🙂
Want to change the communication on your brand's Page? Get in touch and together we'll fight for your business results! 🙂
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