Activation push Young's to #21 social FMCG brand
Activation's social strategy for Young’s Seafood has seen the brand ranked the UK’s 21st most social FMCG brand in the ‘Top 50 Social FMCG brands’ report by The Grocer magazine – making Young’s the top fish brand in Social.
It’s a fantastic achievement for the brand, who have been investing in a strong social and digital plan since we started working together at the end of 2014.
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The Grocer special feature also includes comment from Activation’s managing director, Matt Ramsay, advising that “if publishers are sharing more content but seeing no engagement they’ll end up in a vicious circle with the Facebook algorithm, and possibly end up being seen as spammers, resulting in even lower organic reach and engagement,”
“So how to engage more authentically? Be human. Build humans into your systems. Brands on social should think like humans on social, stepping back and thinking ‘if I saw that in my timeline would I engage with it?’ If the answer is no, don’t publish it.”
The report shows that the social approach and investment in digital is paying dividends for Young’s, with the brand climbing from No. 44 in the Grocer Top 100 social brands report in 2015. The position at number 21 places Young’s above huge brands including Walkers crisps and Cadbury.
“By finding the right role and the right territory for a conversation, most brands should be able to derive some value from social, even at a very basic level,” sums up Ramsay. “Done right, it should work”.
Find out more about the work Activation do for Young’s – Click here
To see the full Grocer Top 50 Social FMCG brands – Click here (Grocer log in required)
This comes on top of Young’s being shortlisted for Brand of the Year, in the Grocer Gold Awards 2016.
‘If you want your fish fingers to go viral, ask Young’s to show you how it’s done. It’s innovative social and digital campaign, timed with a relaunch of its entire Chip Shop range and its 30th anniversary put the 15 strong range back in growth for the first time since June 2010.’ The Grocer