Building a Brand with Heart - Benecol Ireland
Reimagining Benecol’s approach to social media to create a connection with the company’s Irish audience.
sector
FMCG
services
Social Media Strategy
Content Creation
Community Management
Social Media Management
THE CHALLENGE
In Jan 2023, we came on board as the new local agency for Benecol Ireland. The challenge was to reimagine the approach to social media and move away from the tendency to produce overly commercialised content that appears heavily branded.
Having separated the social media accounts out into “UK” and “Ireland” there was a real need in 2023 to build real connections with the Irish audience and add a human element to the creative that was previously more clinical. The requirement on us was to provide all services from concept and ideation to production, publishing and community management.
Project GOALS
Avoid leading with heavily branded visuals that look like advertising
Create captivating, emotive, and impactful content that commands the user’s attention
Design content that would be worth sharing and saving
Create helpful content built around product efficacy
Retain and build a strong, balanced brand presence
Creating a Brand with Heart: Benecol Ireland
GIVING THEM A REASON TO CARE
By placing the Benecol consumer at the heart of the content approach, we gave them a reason to care - about heart health, about making and implementing small, manageable changes and ultimately, about Benecol (as a support to help them achieve this).
We let the audience lead the direction for the content, building pillars that spoke to their needs, passions and requirements. We created the Heart of the Community campaign, asking our audience what they need for their community groups. We launched the Benecol BakeUp, asking them what they like to eat and cook. We’ve listened to them, which has allowed us to measure, create, and support, through bespoke content that connects.
REAL CONTENT FOR REAL PEOPLE
The visual approach was to keep the production level low for the majority of the content and to move away from feeling like an ad that people would scroll past quickly. The focus was always to try and provide something of value to the user whether it was a simple tip that would improve their everyday wellbeing, a recipe or a giveaway.
We created a clear and identifiable aesthetic and approach that people could get familiar with.
The results were in establishing a uniquely Irish approach that focused on communities in a supportive, reliable and trustworthy way. Ultimately, we aimed to build our own digital community for the Benecol consumer and potential consumer.
SETTING A GLOBAL STANDARD IN A LOCAL WAY
The social media content created for Benecol Ireland has been picked up by the other regional team across Europe as a benchmark for localising content. Giving an informal, un-intimidating feel to the subject matter has bridged the gap between the consumer and the brand. Creating a content mix that combines casual short-form videos with fresh, bright photography has been key.
We produced and directed shoots to supplement content alongside food photographer Jo Murphy. This content incorporated movement, using hands and bright, playful elements where possible, to show an active lifestyle lived to the fullest.
“Penetration is up month-on-month and we have strong reason to believe that our localised, creative and innovative social strategy is absolutely instrumental in this. Good as Gold have taken the Benecol brand and generated heartfelt, human content and delivered it successfully to our Benecol audience.”