Nestlé Coffee Partners (NCP) had three simple goals to hit. Boost awareness of the NCP brands within foodservice. Drive increased engagement with customers and prospects. And generate new leads.
This called for a seriously strategic digital project. And thanks to our long-running partnership with the team, they trusted us to come up with a creative approach.
A community with purpose
For this to work, it wasn’t just about showcasing brands. It was about inspiring, educating and connecting a community on NCP’s LinkedIn.
How? With purpose-driven content that people would want to engage with and share! Becoming the go-to hub for coffee insights, new product development, NCP brand news, and its solutions and initiatives.
Growing through insight
It all started with defining content pillars that connected with NCP’s target personas. From there, we built stacks of engaging content as diverse as the coffee blends themselves and created a social calendar complete with key dates so we could hit the sweet spot at the right times throughout the year to help maximise engagement.
Our digital experts constantly ran regular social analytics reports, recommending new content that would perform well (based on engagement rates) to hit KPIs. But our curious minds wanted to see how much further we could go. So, we re-set KPIs to constantly raise the bar.
The result? Excellent organic follower growth. 58% in the first year to be exact. And an average engagement rate of over double the industry benchmark. The kind of numbers that handed us future responsibility for community management of the page – lightening the load for NCP!