Duck Fat Spray
How Ke Used Instagram to Engage a Foodie Community
Walk into any grocery store and the first thing you’ll notice is the sheer amount of choices. Even products the average consumer doesn’t spend much time thinking about have a handful of choices to pick from. Take the cooking oil aisle, for example. You have various different types of oils to choose from, available in both name brand and store brand. Plus, you have – wait, what’s that? – Duck Fat Spray.
Cornhusker Kitchen’s Gourmet Duck Fat Spray stands out among other brands. Cornhusker Kitchen is an innovative food company based in Omaha that strives to make the ordinary cooking experience extraordinary. With Duck Fat Spray, they wanted to give every home cook a healthier, all natural cooking spray option to make good food better. They came to KreativElement in the fall of 2017 having done little marketing up to that point, with a one-of-a-kind product and a goal to expand brand awareness.
Our process
Our social media team immediately recognized the potential Duck Fat Spray had to grow through social media channels. Let’s face it, food is the quintessential social media content; nothing makes our mouths water more than someone showcasing their grandiose meals on Instagram.*
Ke’s strategy began with designating Instagram as the primary social media platform. Our social media team knew that foodie Instagram users value authenticity and creativity, and decided it would be the perfect place to build a thriving, dedicated community around Duck Fat Spray.
With an audience of less than 500 people on Facebook and a brand-new Instagram account, our next step was to determine how to get the word out about this unique product.
The answer? Duck Fat Spray customers. We gathered a backlog of content from current customers, friends, and family, and shared it with the foodie community on Instagram. Through sharing this backlog of user-generated content, we were able to showcase the wide range of foods Duck Fat Spray could be used on, while providing social proof that Duck Fat Spray was a real (and beloved) product.
After just a few months of sharing user-generated content, we noticed a significant change in the account’s engagement levels. Not only were people following Duck Fat Spray on Instagram, liking and commenting on the images, and asking where to buy the product, but they were tagging them in their own Duck Fat Spray creations.
Duck Fat Spray’s Instagram audience climbed higher each day, not only growing the reach of their posts, but the reach of their followers – exponentially growing brand awareness and engagement for the product and influencing business owners to sign on to carry the product around the world.
The results
Ke was able to engage a worldwide foodie community in a simple way – through the content cooks and food lovers were already sharing. This strategy has helped Duck Fat Spray grow from 81 locations to over 2,600 locations since they began working with us. It has also helped to catapult them from a national brand to an international brand.
By becoming part of the thriving foodie community on Instagram and engaging with home cooks around the world, Duck Fat Spray’s engagement and reach has grown consistently, leading to:
30+
mentions & tagged photos per week
9,511
followers gained since profile creation
162.6%
Average YOY increase in followers
*It is important to note that no social media account managers were harmed in the creation and management of this account. They were, however, subjected to pictures of delicious food on a daily basis and were subsequently always hungry. It is unknown at this time the extent of mental anguish caused.
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