We needed to show investors that consumers wanted less but better meat. To do that, we needed to show that interest was there and that people were interested in what we had to say. We harnessed the power of storytelling, using a combination of organic and paid tactics, to increase brand awareness for The Ethical Butcher and drive conversation around regenerative agriculture and their crowdfunding campaign. We succeeded and they raised over £350,000. The next challenge was to maintain momentum whilst they built their website and prepared for launch, followed by driving traffic to the website once it was live.
Building a brand on social media
Growing a social-first brand around a controversial topic has to be done with care. We made sure The Ethical Butcher came across as both confident and approachable. The imagery we used and the way we spoke about serious topics was targeted at an ever inquisitive, younger audience by combining the beauty of nature with the urban reality of modern London life. Building solid brand foundations was not about proving they were right, it was about starting conversations and answering difficult questions.
The team behind The Ethical Butcher are fiercely passionate about using business as a force for good. A big part of our work with them has been educating people on what it means to eat good meat as well as encouraging people to ask more questions about where their food comes from. We did this by not shying away from the truth, always being 100% transparent. We work closely with the team still and help simplify complicated messages and broadcast important learnings. The Ethical Butcher’s tone of voice is friendly, confident and most importantly, open to discussion. This approach to social media has built them a loyal community of individuals who consistently praise what they do and stand up for their efforts.
Through the use of well-shot imagery from both our team and theirs, as well as shareable graphics which have been shared hundreds of times, we developed a narrative that brings their expertise and passion for what they do to life.£350k
Raised on Crowdcube2000%
Audience growth in the first three months2.5%
Maintained engagement rate10+
Significant brand partnership requests
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