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Veganact: The meat-less strategy that meat-eaters envy!

Veganact, a company specializing in plant-based meat alternatives, reached out to us with the goal of enhancing its brand image as a delicious, health-conscious and hassle-free vegan option and increasing followers, and fostering higher engagement within our specific target audiences.

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I was in charge of developing Veganact's fresh visual identity, collaborating closely with the design team. Additionally, I was responsible for devising the content concepts and handling copy & creative direction, in line with the established social media strategy.

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GOLD - Best in Food & Beverage | Social Media Awards 2023

TL;DR 🤠

Take me to the 

results!

THE OBJECTIVES

  1. Increase post engagement.

  2. Create content relevant to Vegetarians, Vegans & Flexitarians, aged 18-35.

  3. Expand our audience to include Greek people that fast — these individuals lean towards an older and more traditional demographic.

  4. Increase following with a goal of 8k on Instagram & 25k Facebook followers within a one-year timeframe.

THE CHALLENGES

  1. Plant-based products are often perceived as unhealthily processed and lacking in taste. This stereotype is also reinforced by Mediterranean dietary habits, as a significant number of Greek vegans opt for traditional legume and vegetable-based recipes over meatless alternatives.

  2. Veganact faces direct competition from both international meatless product corporations and well-established Greek brands offering plant-based alternatives.

  3. In Greece, veganism is often depicted in a way that fosters adverse and hostile attitudes towards the lifestyle.

  4. Our budget is so tight, it's practically doing the limbo dance. Like, we’re talking SUPER limited.

THE CONTENT

THE RESULTS

Results (9 months in):

  • 10,200+ total followers on Instagram, exceeding the annual target of 8k (92% increase).

  • 25,500+ total followers on Facebook, exceeding the annual goal of 25k (25% increase).

  • 1,350,000+ unique users reached with a frequency of 4+, (+27%, compared to the same period last year). 

  • Engagement rate=12% on Facebook & 16% on Instagram, which are reflected in the majority of posts. In fact, compared to the previous period, post reactions, comments & shares increased by 162%, video viewing minutes by 318% and visits to Veganact profiles by 95% & 56% on Facebook & Instagram respectively.

 

Commercial results (01/01-15/07/23):

  • 25% increase in sales value year-to-date.

  • No.2 plant-based brand in supermarkets with a market share of 20% in a highly competitive sector with key competitors such as: Nestle, Unilever, Beyond Meat & Megas Yeeros.​
     

RESULTS
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