UNILEVER – MAILLE

CURATION, CREATION & AMPLIFICATION: SETTING BEST PRACTICE IN ALWAYS ON

CHALLENGE
A retained client of 5+ years, each year we’re tasked with keeping Maille’s content fresh, exciting and best-in-class, while building our engaged community. Our 2019/20 challenge was to continue leading best practice – retaining our existing Facebook fans while doubling down on and recruiting a younger Instagram audience to build brand recognition and sales.

SOLUTION
Using global brand guidelines, a local twist and a rich mix of recipe and French lifestyle imagery, monthly cross-channel content plans are supported by key seasonal spikes using bespoke photoshoots, influencer engagement and strategic media spend.

A focus on rich storytelling, test-and-learn assets to play to our platforms, and advocacy underpin our continuous-improvement strategy.

RESULTS
Maille Australia leads the way for fan engagement among eight pages globally, and tight media spend performs at world class levels, delivering 3.85M+ reach, 15.3M impressions and 85K engagements in 2019 alone.

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