The Brief
Devise and implement a multi-channel social media campaign to enhance the PR activity for Foodology: A Food-Lover’s Guide to Digestive Health and Happiness by Masterchef 2017 winner and NHS Gastroenterologist Saliha Mahmood Ahmed, to be published in hardback by Hodder Yellow Kite on 13th May 2021.
Leverage Saliha Mahmood Ahmed’s Twitter and Instagram channels with a content and engagement strategy to build buzz around Foodology, and raise Saliha Mahmood Ahmed’s profile as an expert food and health practitioner.
Foodology offers a unique perspective on the joy of eating. Explaining the process of digestion and how the food we eat influences the way we feel, Saliha draws on the latest science and her own experiences as both a doctor and a cook, to bring the subject to life. From childhood memories of devouring Indian street food to why munching on a jam doughnut brings gastronomic happiness, Saliha also offers 50 new, simple, delicious and mostly vegetarian recipes to help you explore your gut health and find your own gastronomic happiness.
The Work
Preparation for this campaign involved an audit of Saliha’s recent Twitter and Instagram activity, charting which content types and themes generated the most reach and engagement on each platform. We repeated this exercise with two chefs and food writers using the same platforms to leverage their cookery books and grow their audience. Using these insights, we devised a content and channel strategy for Saliha to give shape to the campaign and to set benchmarks and goals for engagement, clicks and reach.
Working with Saliha and the team at Hodder Yellow Kite, we developed a bank of assets to directly promote the book, including recipe images, Foodology branded endorsements, and Instagram LIVE event social cards. Working with Saliha, we developed further brand and profile building content, including video, to help Saliha build a connection with her audience.
Building on the strategy we drafted comprehensive content plans for Instagram and Twitter, implementing the posts at optimal times for Saliha’s audience and carrying out regular engagement and a follower strategy.
The Results
During the campaign Saliha saw a 125% uplift in impressions on Twitter and 36.5% on Instagram, helping drive brand awareness and build her profile. Her profile visits increased by 100.7% on Twitter and 58.8% on Instagram. Over the course of the three-month campaign, content about Foodology reached more than 441.1K users.
Foodology went straight in at number one in the Amazon bestseller list in the week of publication.
Other highlights of the campaign included an endorsement Instagram story from TV chef Jamie Oliver and an Instagram LIVE with Masterchef co-presenter, writer and media personality Gregg Wallace.
