Develop a comprehensive social media strategy that engages and educates the mainstream segment while still catering to Royal's core ethnic customer.
At the beginning, Royal had no social media presence, which we took as a unique opportunity to create an aligned strategy spanning across multiple platforms. Additionally, the brand wanted to stress focus on just one singular product - Basmati rice. Keeping this in mind, we set out to create a dynamic content strategy that spanned over both mainstream and ethnic markets. We were able to quickly adapt by A/B testing through paid media and gathering key insights from analytic reports. We found that combining the use of original photography and highly branded design with archetypal content, we were able to radically engage the audience from the start. Currently, there is significant growth in all of Royal's social account channels, with a cost-per-click that is 30% lower than the national average.