SOCIAL MEDIA EXECUTION CASE STUDY
Client: Fermoy Estate
Client Location: Wilyabrup, WA
Project Date: 2020
Project Brief: Develop a social media strategy that positions Fermoy Estate as a leading WA winery and must-visit destination by creating engaging and impactful digital campaigns across Facebook and Instagram.
What was the challenge or objective?
The Coffey & Tea team worked on:
- Social media strategy
- Social media management
- Facebook & Instagram paid ads
- Content management
- Digital audit of the website
We were able to have fun and get creative with Instagram Stories (with quizzes, question stickers) and have conversations with our followers to get to know them and continue to build our community.
Another critical element to creating and growing a community was providing our followers with valuable content.
Utilising user-generated content was another way we built an engaged community. Not only is it exciting for followers to have their content shared but provides an authentic message about Fermoy’s product, and by seeing we share this type of content, other followers will follow.
By championing @loretta.pegrum’s first Instagram post about Fermoy Estate across social channels, it inspired her to continue sharing her experience, becoming a brand advocate.
By establishing a consistent posting schedule on Facebook and Instagram, it was easier to spread the word about Fermoy’s wines and Cellar Door. As you’ve heard before, one picture is worth a thousand words, so it was essential that every single post was of high-quality and will stop people from scrolling past.
Regular content increased Instagram followers by 26%, and a 2.4% increase in Facebook likes in just a few short months.
As Fermoy’s branding evolved, we implemented these changes to our Instagram grid graphics, Instagram Stories, and Instagram Highlights to establish brand recognition.
Awards do more than boosting company pride.
Fermoy was lucky enough to win several awards while looking after their organic social media accounts. The prestigious wins included Best White Wine of Show at the Wine Show WA and Most Successful WA Exhibitor Processing Under 300 Tonnes at the Perth Royal Wine Awards.
This news was shared with local journalists through press releases, interviews with Fermoy staff members, using the award logos in owned media and sharing it across all social media, including LinkedIn.
It was important to highlight these wins to boost the reputation of Fermoy, get a competitive advantage, draw in talent and increase publicity.
We emphasised establishing the Fermoy staff as a family, and the team is like a group of old friends you know and love. We shone the spotlight on Jez, Fermoy’s winemaker as a face of the brand and included him in news articles, photoshoots, video pieces and social media posts.
Coffey & Tea ran Fermoy’s Christmas paid advertising campaign. One advertisement targeted existing Fermoy customers with a traffic objective to get them to click through to Fermoy.com.au. The other ad implemented targeted new customers, maximising the number of people who see the ads and building brand awareness.
The campaign saw an incredible ROI and an increase in Instagram and Facebook followers and reached 185,825 people, and there were over 289,344 impressions.
Coffey & Tea also conducted a digital audit of Fermoy’s website and we reviewed the current SEO strategy. We discovered the best-performing keywords for the website, best-performing keywords for the competition and new keywords that might benefit the website. Internal and external website links were also reviewed and amended.
All this information was critical to Fermoy, using the audit results to inform their website upgrade and improve ranking on Google search results.
