Social Media Engagement Strategy

Our Solution

In order to develop a robust and comprehensive strategy, the TMC team initially undertook an audit of all existing communications, using data and insights to understand what had been successful, but which elements could benefit from support. This strategic audit gave insight into their historic visibility and how the social media strategy would need to work to be successful, in terms of hitting long term strategic objectives.

The subsequent social media strategy focused on the development of four social platforms: Instagram, LinkedIn, Twitter and Facebook. Each was chosen for their relevance with the target audience personas that had been developed.

Developing a strategy for the Perfectly Fresh! social media marketing included the launch of a new, striking brand identity, providing continuity across the different platforms and aligning with the website look and feel.

During the development process, multiple campaign concepts were generated in collaboration with the Perfectly Fresh! team, to ensure the end creative was truly representative of their mission and passion. Throughout the duration of this campaign period and development process, the messaging flexed and evolved as commercial objectives changed.

Initially, the messaging matrix for Perfectly Fresh! was built on ‘making a stand’, and establishing themselves as ‘disrupters’ in the world of agriculture. Early concepts included bright and punchy colours, with strong typography and images in the graphics to stand out when seen within the social feed.

As Perfectly Fresh! evolved under their parent company Oragen Group and commercial focus shifted, a more educational, informative and human-centric approach was overlaid onto the strategy. This encompassed sharing knowledge and information on the benefits of using CEA within farming, and how Vertical Farms can help towards creating more sustainable food production.

With this, the brand identity naturally evolved. Following a photography shoot TMC undertook within the farming facilities, more authentic, real-world imagery was introduced into the posts. The ‘perfect plants’ become the central focus, showing the freshness and quality of the leaves through incidentals and macro photography.

In addition to this, three organic shapes were introduced as graphic devices, each representing one of the leaves from the plants currently grown: watercress, sorrel, and pea shoots. These provided a subtle nod to the plants, whilst giving versatility in design across platforms.

To round-off the new brand identity, a rich purple and more circular devices were introduced and used throughout to bring together each social post image, to ensure continuity throughout each social feed. The purple sat directly opposite the lush greens on the colour wheel, providing contrast and really helping to promote the premium nature of the leaves.

Ready to ignite your social media and marketing communications through strategic support?

If you are interested in an obligation-free conversation about how we can develop your brand, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.