Bringing the fun back: How we increased engagement for Harvest Snaps with relatable, humorous social content
The Challenge
The brand was coming off the back of a brand collab that didn’t quite work for them. The brand fit wasn’t aligned and had compromised Harvest Snaps’ tongue-in-cheek “good stuff without the lecture” style and their social audience knew it.
We needed to bring back Harvest Snaps’ authenticity, get real and reconnect with the audience.
Our Approach
We created a short, sharp shot of social content that grounded the brand in its original roots; focusing on the messy realities of doing your best with a cheeky sense of humour, we sought to remind the audience that Harvest Snaps is a brand that doesn’t take itself too seriously.
We tapped into the audience’s everyday lives with content focusing on the frazzled realities of looking after children in the summer holidays. This content garnered the most engagements of any content ever posted by Harvest Snaps and received an engagement rate of 8.3% on Instagram and 6.6% on Facebook. That’s compared to the 0.1% engagement rate they’d received across the previous 3 months.
Next, we looked to playfully poke fun at the seriousness of food on social with a series that included tongue in cheek suggestions on the perfect wine pairing for your favourite flavour of Harvest Snaps, an over the top gourmet crisp sandwich recipe and cheeky reaction duet to a painfully complicated DIY lentil puff recipe.
