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Social Marketing Marketing For Cumbrian Brand

One of the North’s best known brands is without question Romney’s, makers of the original Kendal Mint Cake.  For over 100 years they have manufactured and supplied their famous mint cake to some of the UK’s largest retailers.

With the ongoing pressure of the supply chain, and maintaining their high standards, Romney’s had not perhaps developed their online presence at the rate they might have liked.  Make Us A Website were brought in to initially create some interest in the brand on Social Media.  We had initial discussions about the target market, and directions we might be able to take with a social media campaign.

We started by designing an awesome Facebook page.  The company had no Facebook presence to speak of, so we were literally starting from ground zero.  The business owners had an image which they felt it was important to project;

  • The product is an energy bar
  • Their target market includes adventurers and walkers, as well as Lake District tourists
  • They wanted to project an active, outdoor, Cumbrian lifestyle

All the information provided helped us to put together a plan of action.

We didn’t want to simply launch a Facebook page and a Twitter account to a muted audience.  We set about putting an action plan together to gain natural and genuine Facebook Likes and Twitter followers.  We initially did this by creating a competition.

 

Marketing Incentives

Romney’s agreed to supply a hamper as a prize to the winner.  We elected to have a photography competition, for several reason;

  1. As social media was our target, photos would be more visual and interesting to share
  2. People love seeing their photos on popular brand pages
  3. Generally people eat mint-cake up mountains….which are great for photo ops

Over time the campaign built momentum and we had entries to the competition from places such as Egypt, The Himalayas, and South Africa, as well as well as entries much closer to home throughout the UK.  With entrants also sharing their posts, and some Facebook boosted posts, we were able to slowly grow a natural number of genuine followers for the business…. all of which had a genuine interest in the product and brand. The winning photo was taken by photographer Megan O’Gorman, and shared excessively on social media.

The building of followers enabled us to then create some informative posts on the Facebook page in order to boost engagement.  We found that the public specifically enjoyed reading about the history of mint cake, and the stories of it’s connection with Mt Everest and the 1953 expedition.

The Results

Upon completion of our initial campaign, the company had a good following on Facebook, all of which were genuine users interested in the brand.  The Facebook following continues to grow daily organically.  The interest in the brand on Twitter has also grown naturally following the campaign, and they have been retweets from some large brands such as Go Outdoors.

The company now has a strong starting position from which to promote their products, events, and to interact with many of the charity organisations who they sponsor.  It was a pleasure to work on the campaign for the team at Romneys, and we wish them all the best!

If you have a digital marketing project you would like us to look at, contact us, or read more here.

 

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