Let the plants... see the socials 🤝

THE %%PLAN(T)%% OF ACTION

(not even sorry)

Where do we come into all of this?

We’ve been working with Cauldron across their social media channels to create inspiring content for a number of years now. At the very beginning, they needed a long-term social media strategy to build brand awareness, grow a relevant audience and inspire people to choose plants over meat when cooking at home.

Enter 2024 👋

Their social media channels have changed both visually as well as the actual channels we’re posting on. The Cauldron rebrand at the start of 2024 led to us creating a new social media strategy with new content pillars and key messages.

We’ve gone from 3 posts per month on Facebook and Instagram, to over 3x that amount across Instagram, TikTok and Facebook - working with content creators and recipe developers, creating in-house content, jumping on fun social trends and building a community through strong community management and outreach.

Soooo, it turns out Cauldron is firmly sat at that table.

OUR Strategy

Posting tasty-looking recipes will get you so far, but having a clear plan and reason why you’re going out there with all this content, and who you’re speaking to, will get you so much further.

(That’s our sales pitch done on that one. If you want to hear more about why we will argue our case endlessly about having a strategy, give us a bell. We’ll chew your ear off.)

For Cauldron, it was all about broadening their audience and tapping into those who are plant curious - they’ve had a dabble. They like what they taste. They just need the confidence to do it more. As well as continue to speak to their current audience and those who are well-versed in the plant world.

As for what they want to talk about ,there are 3 key messaging pillars:

Flavour
Plants
Positivity

All of this to help them spread the message that plants taste great, and inspire people to buy across the entire range (if you’re a fan of tofu, why not try Cauldron Falafels in your meal plans).

How did we propose they do all this? 👇

Influencing the masses

You know who’s great at getting you to try and buy stuff? Influencers. Sheeeeasshh, they’re good.

Get a load of this:

71% of consumers still trust social influencers who’ve received a free brand experience.
Customer reviews are trusted 12x more than marketing coming directly from the brand.

Brands are biased. They’re going to tell you their products are great - obviously. Other voices preaching the same thing are going to increase customer confidence and create that ‘FOMO’ effect that makes people on social media feel like they need to be doing/having that too.

For Cauldron, we recommended working with new, relevant influencers each month to communicate their key messages, and tap into the influencers’ followers - who are likely going to be interested in Cauldron.

Each month, we write a content brief for an influencer(s) based on Cauldron’s hero product, recipe trends, what the influencer’s niche is, the season, the social campaign etc.

This has helped grow Cauldron’s audience, put the brand in front of new people and resulted in some amazing content which has constantly made us hungry. All day. Every day.

Got a taste for it?

Get in touch

It's been a genuine pleasure to work with Cauldron for so long, particularly over recent months as the re-brand has taken shape. If you like what you see and need some support with your social media marketing efforts, come and slide into our DMs. And by that, we mean email us through our contact form. Same thing.

INHOUSE CONTENT CREATION & REACTIVE CONTENT

Ok, we did say other people shouting about your brand is needed. But, you do need to talk about it yourself too. Sometimes.

To communicate a specific message and ensure the brand is prominent and consistent (visually & through the TOV), we create a bunch of in-house content covering video, graphics and imagery.

Creating content in-house also allows us the flexibility to reactively jump on relevant trends in real-time.

Important to note here: we love a trend. We really do. But when it’s relevant to the brand, or there’s a way to make it relevant to the product, and when it feels right for the brand. There’s nothing more jarring than a wholesome, family-run honey brand jumping on a rap trend. What’s going on there.

Community Management

It’s often thought that community management is a fancy social media word for customer service, but it’s more than that.

Yes, you do respond to questions and comments directly, but you also build the community and brand love, by using the brand’s tone of voice and personality.

Community management should be used to go out and search for opportunities, start conversations, have a bit of fun and really secure the tone of voice of the brand. It’s a skilful way to humanise the brand and have genuine conversation.

For Cauldron, we do this daily. Through stories, polls, responses and outreach, we talk with the community directly and keep those conversations going. It’s led to increased engagements on posts and a whole load of social media collaborations, all initiated through the platform.

Paid Social

It’s no hidden fact that organic reach on most social platforms has been on the decline for some time.

To allow Cauldron’s content to be seen and heard (and by the right people), we create a boost plan each month for their Instagram content, which puts their posts in front of a relevant audience.

This has helped to keep reach and engagement high, making the brand visible to more and more potential customers.

First, some context...

Cauldron is a veggie and vegan food brand that love everything to do with plants and how they can be turned into some mega-tasty food.

They’ve got three main products - tofu, falafels and veggie sausages stocked in the likes of Asda, Tesco, Sainsbury’s, Morrisons, Ocado, Waitrose and Co-Op. All the biggies.

They’re a brand on a mission to get everyone loving plants through great-tasting foods and inspiring recipes.

And HAs IT worked?

Yes. Believe us?

In just one year, we saw...

87.5%

Increase in post engagements

561

Average engagements per post

5,000

New followers

89%

Increase in post impressions

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And here's some %%examples%%

The not-so-subtle social proof

Good n’ Proper are a valuable partner because we can trust them to deliver. They’ve worked incredibly hard on our social media marketing for a number of years now, and have delivered results that have had a big impact on the brand (including our recent rebrand). We’d happily recommend Phil and the team to anyone looking for help with their content marketing efforts.

Lindsay Winstanley

Head of Digital