Relaunching Social Media Channels To Drive Brand Engagement and E-Commerce Sales
For the Laura’s Lean natural proteins brand, Linhart PR led a dramatic revamp of Facebook and Instagram that resulted in off-the-charts growth in engagement and impressions, while driving more than 13,000 consumers to the brand’s e-commerce store in just four months.
Food & Beverage
Laura’s Lean – an industry leader in all-natural, vegetarian-fed and no-added-antibiotics lean protein options – needed to relaunch its underperforming Facebook and Instagram channels to achieve stronger brand awareness, engagement and e-commerce sales. Linhart PR was tasked with creating the social media strategy, including content planning, content creation, advertising and community management, to reach Laura’s target audience of health-focused moms and push them to the brand’s e-commerce website.
Linhart PR completely reinvigorated the Laura’s Lean Facebook and Instagram channels:
• Content Creation: Linhart PR developed monthly strategic content calendars for four to five weekly posts, using Facebook and Google Analytics to assess audiences and past post performance, while also considering relevant cultural and seasonal tie-ins. Written in the brand’s playful tone, content engaged followers and drove them to the Laura’s Lean website for recipes and to find retail stores near them, in addition to linking to the e-commerce store.
• Posting: The Linhart PR team managed social channel posting, both in real-time and by pre-scheduling through Facebook, Iconosquare, the Repost app and GIPHY. Linhart PR also researched optimal daily posting times to ensure social content coincided with audience habits and top engagement levels.
• Advertising: A monthly ad strategy allowed promoted content to reach a larger audience. Linhart PR A/B tested content with different audiences, such as custom-built audiences and look-alike audiences based on Laura’s email lists.
• Community Management: Social channel monitoring and responding took place three times a day to engage and build relationships with followers. Linhart PR also monitored for and managed any negative activity.
In 10 months, Linhart PR helped grow Laura’s Lean Facebook engagement by 75,391 percent and Instagram engagement by 1,095 percent. Facebook impressions jumped 289 percent, with Instagram impressions growing by 529 percent in an even a shorter timeframe. All social channels outperformed food & beverage industry social media benchmarks. In addition, Meyer Natural Foods, parent company of Laura’s Lean, launched an e-commerce store in June 2018. In only four months, Linhart PR drove 13,396 clicks to the e-commerce store and product purchases through social posts and ads.