Case study · Social media management · Margaret River, WA · 2020
How we grew Fermoy Estate’s Instagram following by 26%
Fermoy Estate deserved a community, not just a following. In 2020, we built one.
26%
growth in Instagram followers in a few months
185,825
people reached by the Christmas campaign
289,344
Christmas campaign impressions
The brief
Help Fermoy Estate reach more people as a WA wine producer and Margaret River cellar door, and build a community rather than a follower count.
The work
We ran Fermoy’s Facebook and Instagram: strategy, content, community management and paid ads, on a steady schedule, and no post went up unless it was worth stopping for. Stories ran quizzes and questions, so we got to know who was actually following. Sharing guests’ own posts turned at least one first-time poster into a regular advocate.
Winemaker Jez became the face of the brand, and the estate’s award wins, including Best White Wine of Show at the Wine Show of Western Australia, became content on every channel. As the branding evolved, we carried it through the grid, Stories and Highlights.
For Christmas we ran two paid campaigns: one sending existing customers to fermoy.com.au, one building awareness with new audiences.
The result
Instagram followers up 26% and Facebook likes up 2.4% in a few months. The Christmas campaign reached 185,825 people with 289,344 impressions and grew both accounts.
The takeaway
Wine is a relationship sell. A real winemaker, real guests and real conversation do more than another bottle shot ever will.
Running a cellar door or estate?
Tell us what you need and we’ll show you where we’d start.