MAILLE / mONDE NISSIN

SERVING A SOCIAL STRATEGY THAT CUTS THE MUSTARD

 

Challenge:

To drive purchase of Maille products and build an engaged online community, ensuring the premium French mustard brand's unique story resonates with Australian audiences.

 

Solution:

Brand exploration workshops were used to define the social strategy, tailored content pillars, tone of voice and creative guidelines. An always-on approach to Facebook, featuring strong community management and rich custom content such as videos, GIFs, slide shows and cinemagraphs, as well as remixed international assets, was then used to build momentum and deliver a visually beautiful page.

A nimble acquisition strategy and spike campaigns with the likes of celebrity chef Adrian Richardson, plus major competitions and bespoke influencer collaboration around seasonal moments also helped supercharge results.

We tapped into foodie trends and the Instagram-driven rise in quality user generated food photography too, while launching and amplifying key initiatives such as the Maille Mustard Mobile (food truck), food festivals like Taste, and co-created media events.


Results:

Of the eight global Maille Facebook pages, Maille Australia is #1 for engagement and held up as best practice for the brand worldwide. It has 25,000 dedicated fans and has achieved an Engagement Rate high of 6% and a reach of over 500K as at October 2016.

Today, the brand is going from strength to strength in the local market, with the page actively supporting growth targets by driving purchase and trial in-store, at festivals and direct to the Maille Mustard Mobile.