About the Client
The Signal Post is a Cheltenham based mid-range wine brand offering Fair Trade wines from South Africa. The Signal Post wines are a celebration of a journey through the heart of South Africa and one of the world’s iconic train journeys - the Blue Train - travelling from Cape Town to Pretoria through some of the most breathtaking scenery.
The Signal Post serves to remind us that not all journeys are measured in miles, and that sometimes the best part is just sitting back and enjoying the ride! You can see The Signal Post wines stocked in your local Sainsburys or Co-op.
Our Brief
The Signal Post came to us wishing to grow their wine brand organically and build customer loyalty through social media. The challenge they had was building an Instagram following from scratch. However, this meant Factory Pattern could use this clean slate to take The Signal Post's vision and deliver a beautiful Instagram feed from the start. The client tasked us with using both organic and paid tactics to meet their goals of building brand awareness and engagement.
The Solution
- Researching and understanding the tone of voice and themes to use for the social media content.
- Publishing regular posts 2-3 times per week to keep the feed fresh and achieve brand recognition.
- Engaging with other Instagram users to increase reach and followers.
- Tactically using paid ads on Instagram to target The Signal Post’s demographic.
- Collaborations with complimentary Instagram accounts to broaden reach.
The Outputs
- The Signal Post social media marketing project resulted in 1,576 new followers which continues to steadily grow month-on-month.
- Since working with Factory Pattern, The Signal Post’s Instagram engagement rate has been consistently strong and above the industry benchmark.
- Account reach has experienced impressive growth, driven by boosted posts and Instagram ads.
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Andy, our UX Director is on hand to answer your questions.