The Honey Shop India - Social Media Management

About the brand:
The Honey Shop India is a venture specializing in Honey. By collecting honey from the very ground level, and with our ethical and honest approach they make available the best quality honey and other products straight from the Bee Hive. The brand manufactured the purest and the rawest form of honey and was working in a competitive space.

Challenge:
While working in a competitive space, the brand found it challenging to penetrate in the market. They knew their target market and wanted their social media team to create content that tells a story that their audience could relate to. The digital/social media objective of the brand was to drive salience and drive one-on-one engagement with its users and consumers especially millennials.

Approach:
The brand approached us to develop a narrative that would communicate the story of the Honey Shop India and reinforce its USP – The purest form of honey with no added sugar collected naturally from Indian sources.
To connect with the younger generation, we decided to do something different. We turned to digital storytelling.
To connect with millennials, we had to speak their language and learn what interests them the most. Netflix’s “Gossip Girl” was trending as the top 10 show that India watched. Drawing inspiration from Queen B – Blair from Gossip Girl, we narrated a tale of Queen Bee – Blair from The Honey Shop India! We narrated the series of her addressing her minions or fellow bees on how they fetch the purest form of honey which is then collected and put together in the bottled jars of “The Honey Shop India”. The story was narrated in a series of posts that resembled comic strips & added stickiness and curiosity to the brand message! The #SweetStory was loved by the audience! We also educated our audience on how to identify if honey bought from the market was pure honey and gave some researched facts about honey that the audience was not aware about to reinforce our USP! Furthermore, we communicated the benefits of including honey in one’s everyday diet and skincare and urged our audience to make wise decisions and nurture their health.
Results:
The campaign garnered over 30% increase in followers in the first week of our engagement program. It was reposted by 2 food influencers thus amplifying the visibility!
The brand’s objective behind the campaign was successfully implemented. By urging their followers to look after themselves and make wise choices while picking honey from the market, the brand put emphasis on staying healthy. By doing so, the brand aims to promote good habits amongst people.

Link:
https://www.instagram.com/thehoneyshopindia/