Sweet success with Hummingbird Bakery
Client: Hummingbird Bakery
Category: Digital, F&B, Public Relations
Post-pandemic challenges for the Hummingbird Bakery included the change in consumer habits such as online deliveries and the trend for consumers craving in-store experiences. Sister London devised an integrated digital marketing and PR growth strategy and campaign to drive footfall to their bakeries.
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What We Did:
Sister London completed an audit of all social media channels, analysed previous strategies, and set the KPI’s for the business growth objectives. The digital marketing and PR teams then created and implemented the growth strategy, incorporating lead generation campaigns to increase newsletter database and to engage new audiences. Our digital team also introduced a loyalty programme to continue to engage audiences through their purchase and brand journey.
The in-house creative team directed all the brand’s photographic and video shoots to provide high-quality and relatable content for press outreach and digital platforms.
With our excellent media contacts and extensive experience in the food industry, Sister London used new photography, storytelling and gifting to engage with relevant top-tier press and secure editorial coverage for consumer, trade, regional and online media. In addition to media relations, the team secured food and lifestyle influencers to showcase seasonal collections or attend bakery launches.
Results:
Since implementing this integrated strategy, The Hummingbird Bakery has experienced a significant increase in social media following across Twitter, Facebook and Instagram, with Instagram, in particular, increasing by 9% year on year. The Reels strategy led to a viral hit of 41.8M, which saw an increased Instagram following of 10k overnight.
Media titles that featured the brand included; Evening Standard, Sheerluxe, Tatler, Vogue and more, with a total reach of 88 million.
The ongoing paid social media advertising campaign saw a ROAS of X6.
