Bol Foods Case Study
Bol needed to better connect with their social fan base. If you don’t know who your followers and influencers are and what they are interested in, producing content to engage these groups will always be harder as a result. We used our bespoke Mapper 360 Insights methodology to identify and understand all of their social following across Twitter and Instagram. Now that we know who they are, we can create content specifically for them across all channels – and as a result we have been able to shift engagement levels hugely.
Challenge: Create a more actively engaged social fan base.
Insight: Only 1% of a social audience are influencers.
Only 9% of a social audience actively engage with the brand.
Understanding diverse interests across all users allows for smarter content – and can deliver ways to gain cut through and competitive advantage.
Strategy: Using our bespoke MAPPER Influencer-Analysis technique for BOL and their chosen ‘lookalike’ brand, we would identify key tribes and also the biggest influencers. Once we knew exactly who the influencers and who the followers were, we could tailor specific content more precisely for them. We identified tribes that we would never have found using traditional techniques – and as a result devised a content plan tailored around a very specific set of interests.
We grew Facebook likes by 170% in just 7 days.
Engagement on post-MAPPER content is up 412% on our KPI for likes, and up a huge 1982% on Facebook engagement.
Our work with BOL Foods has made the final in The Drum’s Social Buzz Awards 2016 for Best Use of Insights/Monitoring. We use Mapper360 – our proprietary methodology – to provide clients with insight-informed strategies that deliver valuable results. We’re thrilled to be recognised for the work that’s at the core of our agency.