Boni Selection
How we grew an Instagram account for Boni Selection in 1 year
What makes our social-first hearts leap? A viral post of course, but also a chance to create a social strategy and brand identity from scratch. One year ago, we took on the opportunity to do this for Boni Selection. Prepare yourself for good food, bright colors and of course some interesting learnings.
A familiar affair
Creating a strategy for Boni felt a bit like coming home, since we already have a successful partnership with Colruyt Group and Colruyt Laagste Prijzen. Boni Selection is the Group’s private label. The brand wants to help you make affordable and sustainable choices, without compromising on taste or quality.
1 year celebration of Boni Selection on Instagram
September ‘22 marks 1 year of creating content for the trendiest private warehouse label -in our opinion- of Belgium. Can we get a hooray already? Through this journey, we monitored the performance closely and optimized our formats and content. Would you like to join us on a trip down memory lane? Maybe you’ll learn some best practices as well. 😏
How it started…
The importance of a social identity
A social media account will help you personalize your brand values and attract your customer. Boni used to advertise and communicate via Colruyt Group's channels, making it difficult to build a dedicated #bonilover community.
The brand longed for its own social identity and voice, to spread their key messages. Community building and brand awareness were therefore the brand’s goals, a full-on Instagram strategy was our result.
Dare with flair
Before creating the content, it was important to define the tone of voice and visual style of the brand. We wanted Boni to stand out on its own and make it recognizable in terms of design and copy. Authenticity is key. Consequently, we decided to go for bright colours, pastel tints and a social tone of voice that clearly differs from the other Colruyt Group channels.
Test and reflect
An organic kickstart
We started with posting and creating organic content. This way, our client could check if the look and feel of our approach aligned with their briefing. And luckily (read: obviously) it did! To make sure all brand messages were covered in our creations, we developed a content wheel, based on the Boni Selection pillars. This way, we easily kept track of the most liked topics, the topics that had the highest awareness score, and so on.
Visibility is key
A boosted sequel
Of course we wanted to spread the brand messages – and our fun designs – to a relevant audience. As our fan base was quite small at the beginning, we compiled our #bonilover audiences with great care and precision. We ensured a continuous online presence by boosting the posts and stories.
Advertising your content also justifies the creation cost: it's a pity if a nicely designed Instagram post only reaches a very limited number of people. So for the people in the back: boost 👏your👏 content 👏
TikTok o’clock
Be omnipresent and flexible
We couldn’t stay behind : in March we shot our first Reels and TikToks for Boni Selection. In contrast to our Instagram feed creations, we made the branding for our Reels & TikTok videos rather subtle. We wanted to blend in and become one with the content of the platform, instead of pushing clearly branded ads.
We kept in mind what our audience would like to see. We shot recipes, tips & tricks, DIY-content, … We did social listening and took trends into account: for example, we made a variant of a viral concept « board night ». Beware for growling stomachs after watching this video. 😉
Started from organic now we’re here
We intertwined brand messages with creativity and we used the potential of the platforms in the most efficient way. This led to nice results: over the the course of 1 year, our #bonilover fanbase grew with 600%. Imagine what we can do in 2 years? To be continued!
Do you also need a helping hand to grow your business on Instagram? Or don’t you know where to start in the ever evolving social media landscape? We’d love to help you out!