CASE STUDY
National Confectioners Association Followers Campaign: A Little Can Go a Long Way
Services:
Social Media
Graphic Design
Social Media Ad Campaigns
Social Media Management
Introduction
The National Confectioners Association (NCA) is a nationwide organization that supports companies involved in the confectionary industry, focused on advancing their interests and helping them thrive. NCA serves as a key advocate for the candy and chocolate industry, providing a platform for industry collaboration and dialogue. With that platform, NCA also works to generate good-paying jobs, promote best-practices and educate consumers on the lifestyle benefits of consuming chocolates, candy, mints and sweets mindfully. As a key pillar in the confectionary industry’s growth and sustainability, NCA is committed to driving innovation, advocating for industry-friendly policies, and supports the industry's evolving needs and interests.
The Results
NCA Followers Campaign: January 1st, 2023 to December 31st, 2023
Over the course of a year, NCA and its subsidiaries' socials saw their follower count increase exponentially across every platform.
NCA
+1,902
followers on LinkedIn
+4,969
followers on Facebook
Sweets & Snacks Expo
+3,647
followers on LinkedIn
+5,219
followers on Instagram
+3,948
followers on Facebook
Candy & Snack TODAY
+2,547
followers on LinkedIn
+4,518
followers on Facebook
The Needs
With ownership of seven social media channels across LinkedIn, Instagram and Facebook, NCA wanted to make an effort to maximize their reach to consumers by increasing their follower count to raise awareness around incorporating candy into their lifestyle mindfully. Previously, they were not doing anything specific to target increasing their followers, so we were called in to help. While follower count does not always equal high engagement, if the right audience is reached, new followers can be greatly beneficial to the activity on a social media account. As an association, NCA values awareness and where there are more people to be found, AR will find them.
The Strategy
It was concluded that a year-long campaign would be run across each of NCA’s, Candy and Snack TODAY (CST) and Sweets & Snacks Expo (SSE) social media channels. Each aimed to raise their follower count on all channels by running a page ad campaign, designed specifically to gain followers.
Our role in launching the campaign consisted of building it out, setting up specific audiences, developing new designs and monitoring the campaign results. NCA’s additional paid social budget partnered with our campaign development and implementation abilities was a match made in heaven to accomplish their follower goals.
LinkedIn Ad Campaign Example
NCA and CST also took advantage of conducting a digital search campaign in an effort to advertise their ads on Google and Google’s search partners. We utilized strategies to increase keyword quality scores to compliment the budget and win auctions so their ads reached higher placements in the Google search engine.
Overall, the stats speak for themselves. Our and NCA’s efforts did not go unnoticed. As shown above, an overall follower increase difficult to achieve without additional campaigns was had.
65%
increase in SSE’s followers on LinkedIn
72%
increase in CS&T’s followers on Facebook
37%
increase in NCA’s followers on LinkedIn
51%
increase in CS&T’s followers on Instagram
Intrigued?
Let’s get this party started.