UK social media launch for Maple from Canada
Maple from Canada is the UK brand for the Federation of Québec Maple Syrup Producers, which is responsible for 72% of global maple syrup production.
We were asked to launch Maple’s UK social media channels from scratch and drive engagement in key sectors including consumers, high-end influential chefs and sport (promoting maple as a 100% natural energy source). The content had to be stylish, champion maple’s versatility and adhere to strict brand guidelines.
We devised an integrated strategy to launch Maple on Instagram, Facebook, Twitter and Pinterest, focusing on regular content creation, community management, audience development and the production of regular reports. Activity included Facebook “Lives,” Instagram stories, polls, recipe videos, gifs and more. Imaginative content was linked to popular events, such as International Women’s Day, the wedding of Prince Harry and Meghan Markle and the football World Cup.
Our social media team attracted 14,000 new followers (and growing) on Facebook, the most successful platform, followed by 4,700 on Twitter, the second best performing channel. Highlights included a film explaining our chef director’s love affair with maple (14,000 views) and a film about Canadian expats, made at a Canadian pub in London, for Canada Day (7,000 views). Social media is now an essential aspect of Maple from Canada’s consumer outreach in the UK.