Jane Plan delivers deliciously healthy calorie and portion-controlled meals developed by nutrition and weight loss expert Jane Michell.
Jane Plan needed support with audience engagement on its organic social channels.
Despite its huge popularity, Jane Plan was identifying very low engagement with its social media, particularly on Facebook, which should have been one of the better performing platforms for the brand.
Of the engagement that was coming through, much was unrepresentative ‘trolling’ that detracted from the company’s overall brand values.
Jane didn’t want to go down the advertising route and so our challenge was to increase brand engagement completely organically.
Following a careful analysis of Jane Plan’s social media insights, we developed an entirely organic strategy.
The aim was to significantly increase the brand’s following and engagement rate and encourage more positive and reaffirming comments and conversation.
We developed a friendly and often humorous but knowledgeable and informative tone of voice. Our strategy centred around posts focusing on the plan’s positive case studies, questions to generate conversations among Jane Planners within the comment feed and monthly competitions, which consistently performed well.
Throughout lockdown, we recognised the importance of Jane Plan’s services and altered our social strategy to promote the meal plans accordingly, i.e. the ease of having a cupboard stocked with a month’s worth of food.
Our positive, upbeat, topical and light-hearted content during gloomy lockdowns resulted in a 138% increase in engagement throughout 2020.
Engagement and followers doubled!
Using only organic social media posts, with no paid-for advertising, Air Social more than doubled the amount of engagement on Facebook. Whilst improving the quality of the social content, we also increased followers on Facebook from just over 3,000 to more than 10,000!
Our positive, upbeat, topical and light-hearted content during gloomy lockdowns resulted in a 138% increase in engagement throughout 2020, a 100% increase in page likes and 110% increase in page views – all without the need for any advertising spend.
increase in Facebook followers
increase in post engagements
increase in content clicks
See more work
NOTE: Two slider sections – This one for desktop, the one below for mobile, you’ll need to edit both. Mobile one shows 1 item per slide, desktop shows 3 items per slide.
NOTE: Two slider sections – This one for mobile, the one above for desktop, you’ll need to edit both. Mobile one shows 1 item per slide, desktop shows 3 items per slide.