Facebook and Instagram communication that builds an engaged community around small kitchen appliances
Running Breville's Facebook and Instagram profiles — 32,283 followers on Facebook and 3,332 on Instagram in six months (June 1–November 30, 2024).
Our client
Breville is an Australian brand specializing in small kitchen appliances. Years on the market mean its range answers real customer needs — from people just stepping into the culinary world to more demanding cooks who value quality and professionalism.
The brand is built on innovation and standout design that satisfies even the most refined tastes. That positions Breville as a top-tier, professional maker of kitchen appliances, and its communication runs on quality, expertise, and culinary inspiration.
The challenge
Social Lama's brief was to build an engaged community and trust in the Breville brand by running its communication on Facebook and Instagram.
- Reaching a large number of customers and growing the brand's sales potential.
- Building an expert image in the small kitchen appliances category among audiences.
- Creating and sustaining the interest of an engaged community around the profile.
Results
Our approach
Reaching customers and sales potential
By creating varied communication, we widened the target group and boosted the brand's visibility and positive image. The point was for Breville to show up not only at the moment of purchase, but every day in its audience's feeds.
We also wove in straight-up sales posts — announcing promotions, for instance — which invite the audience directly to become customers of the brand.
Building an expert image
In building Breville's image, we wanted to present the brand as an expert in its field. We educated audiences with useful content — how to maintain the appliances properly, for example.
At the same time we reinforced Breville's position as a top-tier, professional brand in the kitchen appliances category, which builds trust and a credible image.
Culinary inspiration and good taste in the kitchen
Around Breville's appliances we built a world of good taste — publishing inspiration and recipes that show what you can make with the brand's equipment.
The series "Discover the flavors of France with Emily" walked audiences through French classics — from croque madame and croque monsieur to pain au chocolat — pairing appetizing content with a showcase of what the appliances can do.
An active, engaged community
We wanted to build a community that was active and engaged with the content published on the profile. That's why the mix included lifestyle posts, which invited users into discussion and interaction.
Engaging formats — like the cooking series "Discover the flavors of France with Emily" — gave audiences a real reason to come back to the profile, comment, and stay a while.
