Popular brand Tilly’s Guilt Free is an Australian made and owned, low calorie, artificial sweetener-free frozen dessert alternative for those who are pursuing a health-journey but do not want to miss out on delicious tasting treats.
THE OBJECTIVE
A new Facebook page meant Tilly’s Guilt Free was looking to raise brand awareness and direct customers to like the new page. Various sales at stockist Woolworths also needed to be promoted across both the brand’s Facebook and Instagram accounts as well as a general increase in brand engagement. As such, The Social CliQ was enlisted to execute these marketing objectives.
THE STRATEGY
In order to successfully drive traffic towards the new Facebook page, organic, value-adding content was executed by The Social CliQ. This consisted of health tips, recipes, giveaways, testimonials, graphics and photoshoots aimed at engaging followers and encouraging them to become part of the Tilly’s community.
A second strategy included the use of Facebook Ads to increase follower growth, build awareness and advertise in-store promotions when relevant. This strategy implemented Instant Experiences and Video Views for these promotions and featured call-to-actions in the form of Learn More buttons and swipe-ups to direct customers in-store when Tilly’s was at a reduced price.
Finally, The Social CliQ determined the use of health and wellbeing micro-influencers –those which have under 10,000 followers– to be another important element of the Tilly’s Guilt Free promotional strategy as they reflect the brand’s lifestyle and target market.
Micro-influencers are generally considered reliable and authentic, as they are viewed as “people like me” by followers. Therefore, the promotions they engage with act as word-of-mouth suggestions rather than generic advertising. This means followers are more receptive to their recommendations and engage with these individuals more often compared to large-scale influencers.
As such, micro-influencer product placement was implemented throughout the month with the dual purpose of producing unique content as well as capitalising on combined reach to further promote Tilly’s products to its target audience.
THE RESULTS
When combined, The Social CliQ’s strategy reached a total of 1.1M users within 30 days. We saw an increase of 700 followers and 292 Facebook likes.
Our ad campaigns saw a combined 34K+ impressions. Increased engagement as a result of The Social CliQ’s strategy produced 40+ Instagram stories, 4 tagged Instagram posts and a total of 1,220 engagements in the form of likes and comments.
