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
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.
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
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