Seafood from Scotland
Marketing + PR strategy | Project management | Social media audit | Social content strategy | Social content creation | Social captions | Social scheduling | Community management | Stakeholder relations | Monthly reporting
The Brief:
The social media channels for Seafood from Scotland had flatlined and were no longer delivering against its objectives to raise awareness of Scottish Seafood and to profile and put the spotlight on Scottish seafood suppliers and restaurants. The brief was simple - reinvigorate the social channels, breathe new life into them and re-engage the wider community and stakeholders.
What we did:
Social media audit - deep dive into the channels (Instagram, Twitter and LinkedIn) to see what was and wasn’t working, what was delivering against KPIs and where time and money could be better spent.
Processes - created processes to better utilise the vast amount of content and connections the in-house team had within the industry and using this as content to raise awareness via social media.
Training - provided training to the in-house team so they could better understand the social media channels relevant to their organisation and industry and how these can deliver against the organisation's wider objectives.
Stakeholder engagement - identified key stakeholders - suppliers and hospitality providers - to nurture online relationships with and cross-promote content.
Content creation - trip to Scotland to gather fresh content and develop reels and video footage to be used on social media and across Seafood from Scotland’s wider marketing channels.
UGC content - sourced and sought approval of UGC content from key stakeholders to add depth of voices and audiences to the social channels.
Captioning, scheduling and engagement - Ongoing activation in place to ensure content is being shared, engaged with and promoted to the right target audience.
The Results:
227% more accounts reached (14.7k)
274% increase on engagement
10.8% increase in new followers
The goal is to reach as many new people within the hospitality and F&B industry (and beyond). Through our content strategy, we’ve increased reach to accounts that weren’t following the account by 298% (12.1k non-followers).
Doers working on Seafood from Scotland:
Emma Stokes
“We love working with The Doers, the team are super knowledgeable and a great partner for our digital marketing. They have turned our Instagram around with amazing content underpinned by a clear and straightforward growth/engagement strategy. Jess & the team are friendly, engaging and their work is making a marked difference to our business of promoting Scottish seafood to the world!”
