Duncan Farms
Local family farming business, Duncan Farms, approached us to support the launch the rebrand of one of their product lines “Duncan’s Eggs”.
For the duration of the three-month campaign, new users to the website reached 1.6k with an average engagement rate of 66.5% across all traffic acquisition channels.
Our organic social media campaign produced an increased Instagram reach of 529.4% with followers increasing by 397.1%. In addition, interactions increased by 445%. Facebook reach increased by 92.8%, and followers increased by 115.8%.
To tie in with the Farm 24 initiative, we managed a 24-hour series of story posts. With this transparent, real-time look at 24 hours of farming life, we helped to build trust with consumers whilst strengthening connections with fellow farmers. The Farm 24 campaign garnered 10,316 impressions and drove a 620% increase in profile visits.
24h story series
10,316 impressions
620% increase in profile visits
In addition, we collaborated with relevant local influencers, expanding our reach to a collective community network of 202.9k through a mix of Instagram grid posts and story mentions. By creating a visually appealing gifting experience that encouraged engagement, 92% of the influencers who received the hamper shared it with their audience.
Our press release announcing the rebrand was also covered by local media and relevant trade publications.
The challenge:
This campaign needed to highlight Duncan Farm’s key messages of sustainability, traceability and nutrition, whilst also increasing brand awareness of the Duncan’s Eggs product with their target audience.
The key market for this campaign was families in Aberdeenshire, and for those with an interest in food origin and nutrition. In particular, the client wanted to raise awareness of the product line sold in all Morrison’s stores across Scotland.
The solution:
We used a targeted multi-platform approach to measure the performance of the campaign.
The client:
Duncan Farms are a Scottish family run business in the heart of rural Aberdeenshire. Founded by Fred Duncan, the company has a passion for producing sustainable, traceable, premium quality free-range eggs.