Always changing, often misunderstood, and ever capable of surprising and delighting; the evolution of social media is a carousel of boundless opportunity that has completely transformed the way people communicate with each other.
The mistake is believing that anyone can do social media. So wrong. It is a skill as complex as it is thrilling with its possibilities. At its most basic it is knowing the commercial imperatives of the different channels and at its most complicated it is about understanding how the algorithms work, when they change and being on the inside with Facebook. Creating and managing the power that social media has to offer is highly skilled. Content planning, community management, copywriting, digital design, influencer partnerships, social advertising and SEO all demand unique expertise.
Spider has a dedicated 14-strong social media team that includes specialists in all the above skill sets. The exponential benefit of integrating PR and social media is undeniable. When it is not possible, Spider happily manages stand-alone campaigns, but PR and social media really belong together. And, of course, all underwritten with the Spider GUARANTEE on deliverables.
INCREASE IN PROFILE VISITS
As an agency, we need to give a massive apology to many of UK’s top footballers… your Twitter mentions took a hammering from Peperami fans and it’s all our fault.
Community management is at the heart of the social media and digital team. It’s so much more than customer service – when done properly community management allows your brand to make a genuine connection with customers, engage with potential customers and react to trending topics to help spread brand awareness.
We find that the meaty snack brand’s famous mascot, Animal, receives a lot of request from his followers for free samples and ‘follow backs’. Many of these community members had one thing in common… they all loved football.
We challenged Peperami meatheads to generate 1,000 retweets his fellow football fans in order to get a porky parcel sent to him. He smashed it… and it started a craze. Before long we had an incredible amount of request flooding the DMs and, rather than getting RTs, we set them the target of getting footballers to mention Peperami in a tweet.
Within the week we had players including Jamie Carragher, Peter Crouch and even the Walkers Crisps ambassador, Gary Lineker, popping up in our notifications, along with official accounts of Premier League & Football League teams (which is unheard of for a brand that is not an official sponsor!). From football it even spread to world champion boxers and World Cup-winning Cricketers, with requests still being received by our community team daily.
The only negative? The postie was fuming with so many boxes of Peperami heading to successful fans up and down the country.
Combined accounts reached
Average engagement rate (Industry average is 0.48%)
To celebrate their 115th anniversary, Typhoo unveiled its latest redesigned logo and packaging, and appointed Spider to cause a stir on social.
As the milestone approached, Spider launched an engaging throwback social media campaign that took UK tea lovers on a virtual trip through Typhoo’s heritage since 1903. From art deco posters to vintage footage and celebrity commercials, followers on social stepped back in time to step forward, returning to Typhoo’s new look reveal.
Spider understood the reverence and value of the brands history and its iconic status in British tea drinking. The simple but highly effective creative strategy made full use of this history and brand power to deliver the guaranteed results quickly and measurably.
Give us a call to talk about how Spider will get the results your brand needs.
The kettle’s on.
TYPHOO – a Spider client for 3 years and counting!
Sophia Cooke, Chief Executive Officer of Ugo Foods, said:
“We have found a team who truly understand our brand, ethos and vision. In our 90th year and with such an opportunity ahead, we are really excited to be partnering with Spider who will help us deliver unique campaigns and beautiful content to inspire and engage with people. We believe they will be able to spread the word about our truly exceptional Dell’Ugo products, how easy they are to cook and enjoy, but also how committed we are to delivering total quality in the next 90 years.”
Unique people reached on Facebook & Twitter
People reached with Jack Jones influencer content
Total impressions across Facebook & Twitter
Spider was tasked with dreaming up a creative, integrated and ultimately disruptive campaign to increase penetration in the UK market and support the masterbrand message that Peperami is the perfect solution to ‘fill the hole in your stomach’.
In a city plagued by holes, an unlikely hero emerged to change everything.In the dead of night, Peperami Animal gave London a right porking, filling the capital’s (pot)holes in the best way he knew how – with delicious Peperami! Because there’s nothing better for filling a hole.
Campaign shortlisted for Best Cross-Media campaign at the EU Digital Communication Awards
If Mondays are really potholes in the road of life then this campaign would have filled them.
PIECES OF INFLUENCER COVERAGE
Cuisinart kitchen appliances are a household name in the US and needed help to stand out from the crowd in the UK market. Launching a new ‘style’ range – stunning appliances in gorgeous colourways intended to make a statement in the kitchen – Cuisinart appointed Spider to manage its social media including content creation, advertising, community management and influencer partnerships.
With the priority aim of increasing awareness and sales through John Lewis, the Agency focused on delivering a highly targeted campaign to deliver quick and measurable ROI. This included link click advertising targeting John Lewis customers and avid foodies whilst running an influencer campaign alongside.
Cuisinart achieved measurable sales increase and the Agency’s contribution proved to be an essential ingredient in the mix.
CUISINART – a Spider client for 18 months and counting!
We had a bank of beautiful content to repurpose on the Real African Food Co Instagram feed
15 influencers shared stories and feed posts of the product
The Real African Food Co recently launched Moin Moin, a vegan black-eyed bean based dish, originating from West Africa.
With that in mind, The Real African Food Co. wanted us kick-start an influencer driven campaign to raise consumer awareness and encourage trial for its newly launched range. Through an influencer activation, we ran a three-month campaign to shed some light on this well-kept culinary secret.
We reached out to a range of micro – to mid tier influencers, encouraging them to share their vegan recipes, for their followers to recreate
A true African saying is “One who eats alone cannot discuss the taste of the food with others.” The Agency made sure there were plenty of people eating Moin Moin together
Combined Social media reach
Total pieces of PR coverage secured
Purveyors of premium gin for over 150 years, Hayman’s of London appointed Spider to support the brand relaunch and the opening of its band new distillery. Being in the very crowded gin market, the challenge was to increase share of voice on social media whilst maintaining Hayman’s position as champions of ‘True English Gin’.
Using a combination of hyper targeted PR and social advertising, social listening and influencer marketing, The Agency encouraged city dwellers from all corners of the capital to experience the first ever gin-themed pop-up cinema in a working distillery.
With an ambitious hit list of media titles and with so much other compelling activity for the media to choose from, the Spider team had to convert journalists into serious fans who would be excited by the Hayman’s proposition!
The Agency delivered on its guarantee to generate rafts of coverage which drove ticket sales for tours and special events at the distillery but also achieved volumes of Hayman’s Gin PR coverage for the new pack designs – a particularly tough challenge with no new products to promote
Spider – was just the tonic the brand needed
POSTS CONTAINED #LADYHOLE
OF THOSE REACHED ON THE HASHTAG WERE MALE (THE TARGET AUDIENCE)
POSITIVE OR NEUTRAL SENTIMENT
Peperami challenged Spider to create a highly disruptive campaign for April Fool’s Day. The Agency chose to capitalise on a topic that already had the nation chatting: gender equality.
Peperami’s famous ‘Animal’ character – not known for his political correctness – decided to join the debate and identified that there are 413 words in the English language that start with ‘man’ and only 20 that start with ‘lady’? This was a fact that Peperami ‘Animal’ just had to get behind!
To right this wrong, when dawn broke on 1st April 2019, London woke to a cover-up like no other. During the night, Peperami ‘Animal’ and renamed the capital’s manholes #ladyhole
Within 24 hours the hashtag gained 2,941,677 impressions
Manhole to ladyhole – Spider took on this blatant gender inequality with its trademark fearlessness.
PEPERAMI – a Spider client for 3 years and counting!
Total social post engagements
Total social impressions
New social followers
Average engagement rate
Spider was asked to drive awareness of the new Beef addition to the growing family of moreish meatheads, by building on the fun and positive sentiment already established around Peperami.
Our response to the brief was to create ‘Beef Lovin’’ – a tongue-in-cheek Valentines campaign to help unlucky-in-love young Brits with relationship advice from our very own ‘love guru’, The Beef Animal. Consumers would find his suspect love advice unavoidable across multiple social media channels.
The Agency produced shareable content that made people laugh and feel positivity towards the Peperami brand. A takeover of all Peperami’s social channels by The Beef Animal ensured hilarious, engaging and shareable dating tips from the master of romance himself.
We knew the primary audience has an irreverent and risqué sense of humour so it was essential that we played to this…
A big, beefy and horny campaign with massive depth and width across all channels…
COMBINED INFLUENCER REACH
Spider was asked to showcase the lifestyle element of Topgolf with the millennial and Gen Z audiences, whilst positioning the brand as the antithesis of the traditional.
To launch the campaign, we utilised influencer marketing (collaborating with key lifestyle, fitness, family and F&B content creators) to maximise awareness and reach target audiences.
Spider devised the One Shot Challenge an almost impossible hole-in-one battle that encouraged friends & family to compete against one another in a bid to become the ultimate champion (oh, and win £1,000.)
The Agency can always spot the guy playing the One Shot Challenge with his brand new girlfriends Dad. He’s the guy who makes a hole in one and says, “oops!”
AVG. ENGAGEMENT RATE
COMMUNITY MEMBERS GAINED
A first of its kind, Vegbred, a scrumptious sweet potato loaf, hit the kitchen tables of households nationwide with the help of Spider. We were tasked to launch the artesian bread in the UK market with a rather tasty social media campaign.
Spider leveraged engaging still and moving content, executed influencer marketing and implemented a hyper targeted social media advertising strategy – core ingredients needed to maximise brand awareness and educate consumers on the benefits of switching to a sweet potato bread alternative.
‘Man shall not live by bread alone’… The Agency has now made sure he can choose Vegbred instead
Combined total reach
Average engagement rate
Nature’s Finest, the UK’s no.1 potted fresh fruit brand, is on a mission to help mums and dads banish chocolate bars and gummies to encourage healthier replacement snacking options with a more naturally sweeter alternative.
And Spider focused on using social media as a communication tool to directly reach UK parents (predominantly mothers with children aged 2-5). Through influencer collaborations, partnerships and a strategic paid media strategy, the Agency has demonstrated the benefits and versatility of potted fruit as a snacking alternative to children.
Spider’s challenge has been to create a memorable new look and feel to the brand’s social channels by introducing creative ways to introduce fruit into the diets for both children and adults to enjoy.
Getting fruity for all the right reasons.
NATURE’S FINEST – a Spider client for 5 years and counting!
New social followers
Average engagement rate on Facebook
Engaged users per month
Gin artisans and all-around cool guys Warner Edwards appointed us to help raise their brand awareness, drive increased engagement on their Warner Edwards Social Media channels, and help to secure a listing in Waitrose.
We had a crowded market, a surge of craft gins flooding retailers, and a content strategy that needed to wow not only our client but all those who had become fans not just of the brand, but of Tom Warner himself.
We worked to create a clear tone-of-voice to capture the essence of Tom, but ensured it would allow us to make the brand larger than one person; a way to guide consumers to understand the spirit of Warner Edwards and all it stands for. Due to limited listings, our paid social strategy needed to be highly targeted.
Our highly proactive approach to Warner Edwards Social Media community management meant that consumers felt heard like they had a direct line to the distiller and shared the passion of the founders.
Our targeted paid social program and strategic approach served Warner Edwards well in their quest for supermarket shelf space, and we all raised a glass on the day they announced their Waitrose listing!
In 2017, Warner Edwards won the Master Award for Social Media at the Distillery Master’s Awards.
Spider – making the results beGIN!
Combined reach on social media
New social media followers
Iconic biscuit brand Fox’s challenged Spider to raise awareness for all its npd whilst constantly remind consumers of its much loved, nostalgic core range
From Q3 in 2018, these included Chocolatey Squares, Party Milkshakes, an innovative Double Dough cookie, Party Ring buckets, and Extremely Chocolatey dark chocolate and raspberry cookies – a real taste explosion into a mature market.
The Agency’s creation of engaging social media alongside a mass influencer campaign, generated widespread exposure and significantly over delivered the guaranteed media results.
Fox’s, as a market leading brand chose Spider’s digital and PR expertise knowing that creative innovation would be baked into the service to get them the commercial results they need
FOX’S – a Spider client for 1 year and counting!
Samples given to the public
Total social reach
Pieces of coverage in top London titles
Average engagement rate on social content
The world’s largest meat snacking brand – was launching its biltong into the UK market and needed to make an impact. Working from their positioning of ‘feed your wild side’ and tapping into insights into their audience being adventurous and sporty, Spider was tasked with making the launch an experience consumers would never forget!
Tapping into the rapid growth of immersive, VR technology, and our audiences hunger for experiences, Spider devised a world first – an immersive VR spin class at 5* boutique gym, SOMA House.
Working with fitness instructors and VR technicians, Spider delivered an event for media and influencers and then threw open the doors to consumers the following day.
15 top health and fitness influencers and 5 journalists attended classes on the first day, with all classes open to the public selling out
Buff bodies and Biltong, what better brand experience event?
Total campaign impressions
Hero video views
Total media reach
Helped to raise
Founded in Australia, the MS International Federation wanted its Kiss Goodbye to MS campaign to expand globally and appointed Spider’s support to deliver maximum media and online traction. Operating in a crowded charity sector, MS International Federation needed to grow its profile and overall brand awareness through a deep-rooted sense of familiarity and trust. To do this the Agency created fresh hooks to attract media and deliver new supporters
The Agency was appointed just four weeks before the launch and had to develop a concept that would not only fit in with the bold and empowering spirit of Kiss Goodbye to MS but would work globally as well.
The Agency creative centred on getting people to join the MS Squad by snapping their ‘gameface’ lipstick selfie whilst challenging five friends to do the same.
And it worked!
MS INTERNATIONAL FEDERATION – a Spider client for 18 months and counting!
PIECES OF COVERAGE
PEOPLE REACHED IN THE FIRST TWO MONTHS
EARLY DAY MOTION TABLED IN PARLIAMENT
The Royal Merchant Navy Education Foundation (RMNEF) offers support including contributions towards school or university fees, living expenses and books whilst in fulltime education.
RMNEF asked Spider to help it connect with families of those who’d served in the merchant navy The Merchant Navy once ruled the waves but had become the forgotten sector over recent decades. Our mission was simple: put the Merchant Navy back on the map and raise awareness of the unique issues facing Merchant Navy families.
The campaign objectives were to: Drive potential beneficiaries to the RMNEF website. Remind the UK about the historic and present-day importance of the Merchant Navy, be an advocate for all Britons who are struggling to provide the best education for their children Abiding by the motto “Education Is The Foundation”, since 1827 the RMNEF has helped thousands of ‘Foundationers’ achieve their educational and career-led goals.
To do this we devised and wrote The Bridge Report – a hard-hitting look at the challenges facing the sector and those who worked within it.
An old Merchant Navy saying is “Life’s roughest storms prove the strength of our anchors.”. The Agency made sure the foundations message was anchored strongly in the minds of it’s audience
INCREMENTAL UNIT SALE UPLIFT FOR THE DURATION OF THE CAMPAIGN
UNIQUE REACH OF PARENTS WITH CHILDREN UNDER 16
To make ‘meat’ the new treat at Halloween time reassurance and quality messaging needs to be communicated to the parents to reinforce Peperami as a snack that packed with protein and free from sugar and artificial colours
The Agency created Facebook dark adverts & posts and Instagram Stories & posts to communicate quality messaging. We used Facebook’s advertising manager to target mums with children under 16 (as mums tend to be the decision makers in the household) who do not follow a vegan or vegetarian diet.
We’ve seen through market research that we need to hit this target group 3-4 times in order for them to consider a new product.
No tricks, just Spider know how (well maybe a spell or two did come into it…)
Pieces of coverage
Throughout 2018, Peperami ran an on-pack promotion for 2-4-1 tickets to Thorpe Park and Alton Towers Resort. The integrated campaign ran across TV, OOH, PR and Social, the last two elements being Spider’s remit.
Highlights from the campaign
• Winning 6 Gold and 3 Silver IPM Awards
• 50,550,000 total impressions
• 5,042,468 16-34 unique year old males reached through advertising
• 3,454,452 unique Mums reach
• 72,012 website clicks
• 11,933,326 influencer impressions
Gold medals aren’t really made of gold. They’re made of determination, and a hard-to-find alloy called fearlessness – Spider has that in droves.
Peperami challenged Spider to come up with a campaign where its bark is just as strong as its bite.
The meaty snack brand’s infamous Animal has been keen to grow his family. Spider have already been instrumental in encouraging consumers to meat Animal’s brother, Beef, and Chicken followed later in 2019. Brave, animated, charming, occasionally very loud, we knew that a Dachshund would be the perfect animal for our Animal.
And what better opportunity to introduce the pair than at the World’s Greatest Dog Show – Crufts. The agency took to the road and paraded pupper at a world-renowned event for well-behaved doggos to capture content for social media. Animal delighted canine-loving crowds with selfies and playtime, while Puperami was a willing model of his specially designed coat.
In total, over 600,000 people saw Puperami featured on social media.
Pieces of coverage
People reached in the first two months
Average engagement rate
In 2017 the world’s largest coffee shop, Tim Hortons, briefed Spider to support its UK launch. In Canada, Tim Hortons is part of the social fabric with eight in ten coffees sold coming from Tim Hortons.
In the UK, however, Tim Hortons was known only by expats and Brits who’d visited Canada Our mission was to translate the brand sentiment for a UK audience. Leveraging the brand-love of the few to excite the many was a crucial part of our strategy, as was building a highly engaged Tim Hortons Social Media community.
Given the pre-existing levels of interest in the brand, supremely proactive Tim Hortons Social Media community management was a must; we left no conversation unanswered and left nobody hanging. This drove organic reach and helped us to smash through industry standards for engagement rates across our channels
Strategic content creation supported our work building the Tim Hortons Social Media community, ensuring the brand received a significant share of voice around product launches, key dates, and local events.
“#Canadian problem no 34- Tim Hortons withdrawal whilst abroad.”
The Agency did its damndest to help Canadians in the UK avoid this difficulty