According to St Pierre, it was vital for brands to be agile in their approach to business during the unprecedented times brought on by the pandemic and, perhaps more than ever, this included social media. By adapting to the mood of a nation under lockdown, it was possible to grow engagement and support brand growth.
Heather Burgess, marketing manager at St Pierre said food has become far more important and people are looking for inspiration and escapism; an area where social media comes to the fore.
“Extra time at home means more consumers are taking a greater interest in how they prepare and serve their food and are looking for easy ways they can treat themselves and their families using everyday store cupboard ingredients,” she said.
“As our day to day lives began to rapidly change earlier this year, we recognised that people were looking for mealtime inspiration, as well as advice and cheerful entertainment, so we adapted our social media strategy to suit.
“The St Pierre tone has always been light-hearted, and we found that adapting our content to reflect the mood of our consumers kept our followers engaged and entertained, whilst still educating them on the brand and our range of products.”
As a result, said Burgess, the company’s reach increased by over 1,000% on Facebook and Instagram in April.
Adapting to the new ‘normal’
“Since the beginning of the health crisis, we have focused on posting Instagrammable recipe ideas, as well as engaging polls and quizzes, which our followers have enjoyed participating in.
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June 08, 2020 at 04:13PM
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St Pierre shares social media success spawned by pandemic - BakeryAndSnacks.com
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