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.
Pieces of coverage generated
Reached in one month
At Christmas there is a significant uplift in amount of smoked fish products that are sold, however most people tend to choose smoked salmon.
Working with Bord Bia, the Irish Food Board, Spider was tasked with the challenge to raise awareness of Irish trout products stocked in Sainsbury’s over the Christmas period.
Spider activated an influencer campaign that featured recipes from macro-influencers and micro-influencer product focused content to help push awareness and trial.
In December alone we reached 174k people through 42 pieces of influencer coverage smashing our set KPI of 25 pieces of micro-influencer coverage.
Coverage achieved was published as Instagram posts or stories, tagged the client and Sainsbury’s and communicated key campaign messaging alongside an aspirational visual.
Waitrose shoppers reached in two months
Pieces of influencer content generated
Combined following of our influencers
To launch Keogh’s Crisps, a household name in Ireland, in a very crowded UK snack market.
The business objective was to drive awareness and sales of their new Waitrose and Waitrose.com listing.
Spider activated social media Dark Ads targeting Waitrose customers alongside a paid influencer campaign of foodies and Irish expats.
The two activations played important roles – dark ads give us cost-efficient reach, enabling the brand to hit a large proportion of their target audience, whilst influencers help us to build a community around the brand to create brand advocacy and loyalty.
To drive awareness and trial of Willy’s Apple Cider Vinegar amongst their core audience of females interested in fitness, health & wellness, and the secondary audience of foodie families.
Spider ran a gifted influencer campaign, selecting influencers based on their lifestyle/food & drink background, who’s interests and previous partnerships compliment the brand and it’s values/image.
During October – December 2020 Spider generated 92 pieces of influencer content, with a combined following of 940K. This included branded features on Youtube and Instagram platforms, with influencers creating innovative recipes on their IG stories and feed alongside educating their audience on the benefits of the product and ‘reasons to love’.
•Secured trade coverage including The Drinks Report, KamCity and The Spirits Business
•Delivered 4:1 ROI
•We worked with 100 influencers as part of the organic social activity
In October, Mixers brand Lixir Drinks briefed Spider on raising awareness of its rebrand – announcing the unveiling of a new logo and an exciting new step for the brand as they looked to fizz things up.
After communicating the story to trade press – Spider landed coverage of the rebrand in news sections of relevant publications. While also, ensuring the same publications were made aware of future Lixir brand developments.
Spider also organically targeted influencers to sample the newly designed bottles along with a partner spirit brand for the full experience.
•Spider achieved, reaching 1.7m individuals and generating a total of 114k link clicks
•Spider again over-delivered on KPIs, reaching 2.1m and delivering 110k link clicks, at a reduced budget from the previous year. They even sold out!
For the past two years, Guinness World Records have appointed Spider to drive traffic to the Guinness World Records Amazon page.
And contribute to a 2% YoY sale increase of the Guinness World Record book by raising awareness, driving consideration and traffic to the GWR Amazon page.
Spider managed both the media and creative, creating fully integrated social traffic-driving campaigns.
We targeted core book-buying audiences and gifters in the run up to the christmas period, as well as testing and optimising both retargeting and lookalike audiences..
Spider has been working with ModiBodi since their initial launch in the UK back in 2018.
Having recently been appointed to also handle their UK based influencer activity, the Spider Lifestyle Digital team rose to the challenge to build awareness of the product in the UK market and help spread the incredibly positive brand messaging to audiences.
After a strategy was developed to target UK-based, female influencers with an engaged audience and keen interest in female empowerment & sustainability, the team has helped contribute to a 250% month on month UK business growth and generated over £20K of direct sales from influencers in June 2020 through personalised discount codes given to each influencer to promote.
Average engagement rate
Spider was appointed to launch new consultancy Yonder to the UK, US and HK markets.
Following a successful merger, Yonder brings together the expertise of four specialist businesses that create the momentum businesses need to achieve long-term success.
We were tasked with utilising social media to strategically spread awareness, maximise engagement and generate leads.
Through a dedicated social media campaign and content stream, Spider created, managed and launched the Yonder social channels (LinkedIn and Twitter), crafting data-led campaigns to propel Yonder forward into the UK and international markets.
One of our initial focuses was to showcase it’s primary proposition (its data tool, Clockface) to target audiences (utilising paid media).
Pieces of influencer coverage generated
Social media users reach
Renowned UK Pet Food brand, Lily’s Kitchen, tasked Spider with the challenge to make Halloween an event for all the family – including our furry friends.
By creating a dedicated hashtag, #TrickAndEat, Spider managed an engaging influencer campaign, encouraging the UK’s pets to showcase their best tricks and funny behaviours in return for… you guessed it – treats, which included the limited edition recipe – Beef Ghoooulash.
Influencers posted an array of content, not only giving Lily’s Kitchen a rich bank of UGC, but also encouraging their own audiences to get involved, thus creating a domino effect of branded content.
The overall campaign was pinned together by an overarching competition to win a range of Lily’s Kitchen recipes which encouraged even more users to get involved – promoted by the influencers we chose to work with.
Working with over 20 influencers, Spider generated 70+ pieces of influencer content reached over 488,000 social media users and kicked of heaps of additional content created organically by the community and added thousands of additional followers on the brands Instagram page!
Pieces of coverage
Overall campaign reach
Reach via influencer posts
New followers in 2 months
Start of season for the apple and pear industry kicks off in September/October, a time when Apples are ripe and ready to be picked, packaged and sent to supermarkets.
Spider was tasked with promoting the “Start of Season for British Apples”, while also spreading sustainability messaging of buying locally grown apples, and educating the public on the abundance of varieties the UK has to offer.
To launch the start of the British Apple and Pear season, Spider worked with TV chef Raymond Blanc as an ambassador and held a virtual webinar. Attendees would be a range of press and influencers, which all attending influencers were to be send a hamper which contained all of the apples spoken about in the event. They would then create recipes featuring these apples.
Spider went on to sort out 10 influencers to attend the virtual event being a range of different foodie and lifestyle influencers, All of these chosen influencers were then sent out a British Apples and Pears hamper which featured 8 different apples as well as accompanying documents such as Raymond Blanc’s tasting notes. Influencers were briefed to post on their Instagram stories throughout the event as well as to create a lifestyle/ recipe style post about the event.
We ended up receiving 22 pieces of coverage which was a range of stories and feed posts. As well as reaching 63,999 people through the Influencer posts and an overall campaign reach of over 1m.
We also amplified this activity by securing coverage, radio days and features, including prime features on Countryfile and ITV.
New social followers
Pieces of coverage
£ Total AVE
To support the launch of Peperami’s latest product – Peperami Chicken Bites, amongst our core audiences of ‘Mums’ and ‘Lads’.
Spider identified ‘dating’ as a passion point for our audience. The campaign started by commissioning a piece of research into whether Brits judged a date depending on the dish they order. The stats highlighted that one in five actually decide whether to continue dating someone based on their food preferences.
The Spider team delivered a video content series, from creative to execution and paid promotion, creating content around a unique dating experiment.
We recruited three superstar celebrities – Anthony Joshua, Maya Jama and Lewis Capaldi – and each went on a date with three mystery cooks, rating their plate and date each time.
They also then featured in their own recipe video.
Kinetica were launching their protein products into the UAE for the first time. They asked Spider to support their online listings on Amazon and Kibsons which enabled users to have products delivered to their door during the pandemic.
Taking a more holistic approach than just formulating a dark advertising strategy, we took over the Kinetica Instagram channel for three months – producing weekly content that inspired potential customers, while retaining the adverts that drove sales as dark adverts.
During the course of the campaign, Kinetica products sold out on Amazon and we reached over 1.7 million people in total!
•We managed to reach chefs and decision-makers from all corners of Southeast Asia.
•Although our ads had a smaller audience compared with other brands, we were able to reach over 200,000 unique users.
•Before the campaign had finished, John Stone signed us up to an additional brief to work on their sales in Ireland.
John Stone, aka ‘the Savile Row of beef’, were launching in Southeast Asia for the first time and wanted to become the first port-of-call for professional chefs in the region.
Using LinkedIn, we created a niche audience of decision-makers from within the food & drink industry in the region – particularly Executive Chefs at high-end restaurants.
We also ran the adverts across Facebook for broad reach and awareness to complete the two-pronged approach.
With the world brought to a standstill by the Coronavirus pandemic lockdowns, it crippled many industries that rely heavily on footfall. The food service industry is perhaps the best example of this.
Spider were approached by Bord Bia, the Irish food board, to engage with Dubai-based restaurant-goers to ensure that the food service sector remained front of mind despite restaurant closures. Spider were briefed to work alongside world renowned chefs that cook with premium Irish ingredients in a #PlateLikeAPro series.
We teamed up with seven professional chefs from world-class hotels who all filmed themselves from their home kitchens recreating signature dishes using premium Irish products such as John Stone Beef in easy-to-manage steps.
With so many people stuck indoors and turning to home-cooking during the lockdown, many of the #PlateLikeAPro sessions were recorded as Live Instagram Stories – something suggested by Spider after a spike in the format’s popularity.
Viewers were given all the tips they needed to make the dishes from home and there was even a competition element – simply tag a friend and win an experience at the chef’s restaurant once it reopened!
Unique users reach
During lockdown one the nation found itself without our beloved high-street restaurant or calling up our preferred takeaway house. Instead, we all had to turn to home cooking, and this meant bad news for snacking brands like Peperami.
On-the-go snacking was no longer happening, so Spider pitched an idea to get people using Peperami slightly differently: #PeperamiFakeaway – a playful parody poking fun at some top restaurant chains who had been releasing their own DIY cooking kits throughout lockdown.
Spider conducted some research to find out which meals the general UK public were missing most during lockdown. This lead us to the top 10 dishes that we wanted recreating with a Peperami twist.
We teamed up with 12 top foodie influencers on Instagram that produced recipes to show their followers how they could have the perfect #PeperamiFakeaway .
All this content was then shared on the influencers page and all Peperami’s social media platforms.
Unique users reach so far
Current clicks and counting!!
Mileeven, the popular Irish Honey brand, had secured a brilliant listing on Kibsons – one of the biggest online supermarkets in the UAE – and wanted to make the most of this through targets social media ads.
Honey is a popular product in the region, so Mileeven were keen to stand out from larger competitors by dialling up messaging around their pure, organic ingredients and talk up their family-run business.
Our creatives championed the owners of Mileeven and gave insight into the background of the product to build their reputation in the UAE.
We created adverts, in both English and Arabic, targeting separate audiences of expats and local residents, with tailored wording and translation to appeal to both.
Following a first month of adverts which raised brand awareness, we then introduced link click adverts to support the Kibsons listing
After launching in Vietnam, Avonmore were keen to support their listings in their key retailers in the region.
The target audience for the premium milk-based product was mothers with above-average expendable income who are likely to choose higher-quality product.
Spider created a series of dark ads that would resonate with mums looking to find the best available products for their children.
Using Facebook tools, we were able to identify a sizable audience who fit the bill and get the content in front of them.
We were able to saturate this audience by reaching over 450k people 2.5 times over!
•We smashed our initial targets and were reached over 700,000 unique users within Silver Hill’s target market
•We generated over 2,000 clicks to their new website
Silver Hill was looking to target wealthy consumers in Singapore post-covid, directing them to restaurants where their premium duck was being served. Additional focuses were to raise brand awareness and driving consumers to their new website.
Using Facebook Ads Manager, we were able to build an in-depth audience of wealthy users in Singapore, as well as those that regularly eat out at restaurants.
We then targeted these people with adverts that highlighted the brand’s ability to deliver in their region and later, once covid restrictions had loosened, shared details of key restaurants who sold Silver Hill duck.
•We reached every mother on Facebook with a primary school-aged child, showing them content that featured Glenisk’s kids’ yoghurts with key messaging.
•We also reached 1,057,790 fitness & healthy eating fanatics in the country with posts about their protein yoghurt.
•Both products featured enjoyed a double digit rise in sales throughout the campaign.
Glenisk were looking to build their brand awareness in the UAE and highlight their dairy products.
They had three main product focuses in the UAE – their popular protein yoghurt, and their kids’ vanilla and banana yoghurts.
Spider created a series of dark ads that targeted interested people in the UAE who shopped in the stores where the product was available – either online or in store.
For each product, we had unique creatives and a different tailor-made audience.
Unique people reached
Followers on Instagram
The UK & Ireland Mushroom Producers briefed Spider to drive awareness around the magical qualities mushrooms contain and educate the nation of the importance of Vitamin D while also building awareness of the retailers they are available in.
To help us spread the word, Spider created a new logo, look and feel and launched new social media pages on Facebook, Instagram and Twitter. Unique content plans were created to educate the British public on the benefits of vitamin D and where to find these enriched mushrooms
To really hit home and engage with our target audience we worked with a range of food influencers, nutritionists and chefs such as Madeleine Shaw, Miguel Barclay and Anna Barnett to further promote the daily use of mushrooms, their health benefits and sustainability messaging.
This was to help get some great easy to do at home recipes as well and continuing the education of Vitamin D enriched mushrooms.
Further to this we also worked with a number of micro-influencers who created recipe posts on their Instagram feed, helping to push the campaign message but also showing how you can create easy to do recipes at home and we supported retailer listing through social advertising, targeted shoppers the products were listed at, and drove awareness and advocacy.
A Brand project for this famous range of high quality cheese for ARLA. Castello have a long history of creative and quality cheese, developing a wide range of traditional regional recipes and their own unique crafted cheeses, always made with natural ingredients and great attention to detail. Since 1893 Castello® has brought a balance of innovation and tradition to the art of cheese making.
We were the Brand copy consultants for this positioning by the client, creating consumer facing communication to deliver the concept of “taste profiles” a new way of connecting the Brand to the consumer in a very personalised way.
To celebrate #WorldJerkyDay Spider were tasked to build awareness of the day itself and Jack Link’s full range of beef jerky.
In order to create a buzz and own World Jerky Day (12th June), the influencers were encouraged to get creative with their beef jerky. This included innovative recipes with their Jack Link’s or how and where they like to enjoy their Jack Link’s snack.
Spider also ran a competition across social to build the community engagement and give people a chance to win the full range of Beef Jerky and celebrate World Jerky Day in the best way, with a whole lot of Jack Link’s beef jerky.
Overall the Influencers posts on their feed not only resulted in a boost of followers but also gained an impressive 29,821 engagements organically and the campaign overall was able to reach 3.6M unique people across all social media platforms
The success from this campaign led to using micro influencers in this way for other campaigns such as #WorldBiltongDay and most recently, the Veganuary campaign.
Reach on launch night
The Spider Social Media team was tasked with relaunching the iconic London Eye with their new sponsors – lastminute.com
Through a dedicated influencer campaign, the Spider team assisted in the planning of the much-anticipated launch night, inviting top London Influencers and making sure everything was as pink as possible!
With a mix of influencers of all sizes, content posted on the launch night reached over 200K Londoners and generated over 10.5K engagements- an outstanding engagement rate of 5.2% surrounding the dedicated hashtag #LastminuteLondonEye with a stunning stream of content created.
Influencer Henry Wade said: “Turning London pink, eating pink doughnuts, drinking pink champagne and having a ride on the London eye, how else would I want to spend my Wednesday evening? Such a fun event
Almond Breeze – a US-based brand – tasked Spider with helping them to stand out in the crowd within a competitive UK alternative milk market.
We were appointed to manage the brand’s social media channels; including content creation, website management, Influencer management, community management and advertising.
Spider was also tasked with redesigning their social channels with a new look and feel to make the brand more engaging, as well as adding elements of fun.
New followers in a few months
Website visitors in the first month and a bounce rate of just 3%
Pieces of media coverage including 6 national pieces
Opportunities to see from coverage
Spider was tasked with launching and driving awareness of British & Irish Mushrooms, getting consumers to understand that buying local means fresher, higher quality produce that has travelled less miles.
An integrated PR & social media campaign – under the name “Mushroom Miles” – a partnership between local farmers, growers and sellers.
Spider designed and launched a dedicated website and logo alongside a consumer report outlining key facts about mushrooms, including their sustainability and the importance of shopping local.
This was supported by a consumer news story highlighting how unaware shoppers are of their favourite vegetables’ provenance and miles travelled. We supported this on social through content across all key platforms, as well as influencer activations.
Pieces of influencer content posted
To support the NPD launch of itsu’s new ‘Meatless Meatballs’ to both the core audience of vegan/vegetarians, as well as the wider itsu audience – convincing them to trial the product.
Spider worked with a number of food and lifestyle influencers from our network to trial the product, activating around #NationalMeatballDay as the hook to maximise coverage and awareness.
All the influencers selected fitted the exact profile of our target audience, ABC1 city-workers with interests in wellness and healthy habits.
Spider was briefed to come up with a disruptive brand awareness activity to grab both media and consumers’ attention.
Peperami Animal reckoned vegans lead dreary lives, denying some basic pleasures………such as the delicious taste and flavour of a good sausage or beef bar. Animal was determined to give vegans a taste of what they were missing….
To grab media attention, Spider conducted research which revealed that 25% of vegans and vegetarians secretly miss the taste of meat and almost a third still enjoy the tantalising smell of it.
Off the back of this, on 31st January, the last day of Veganuary, Spider let Animal loose onto the streets of London, where he toured the capital, pumping out the smell of meat from a van with two large billboards in tow which stated ‘No one says Vegans can’t enjoy the smell of meat’ on one side and ‘Only one day of Veganuary to go’ on the other. Pulling up at key vegan hangout spots across London, Animal mingled with the crowd handing out samples of the brand’s newly launched Beef Bar.
The one day stunt generated seven pieces of coverage including three national newspapers. While the campaign was also successful across social media with a reach of over 1.6 million and over 250,000 engagements generated.
Pieces of coverage
Spider were asked to help convince the nation to “GO GYOZA” on behalf of itsu, getting them excited for the campaign, trialling the tasty flavours, and launching the brand-new “Christmas Cracker” gyoza – the very first of its kind!
An integrated campaign across consumer, trade PR and social media, including creative, interactive dark ads and feed posts to generate interest.
By pitching to the media as well as hand-delivering product hampers to key journalists, Spider secured extensive lifestyle and national coverage.
Taking on the tried and trusted Christmas sandwich, Spider caused a huge media stir with itsu’s unusual festive offering of Japanese dumplings and managed to get the Christmas Cracker featured in the Xmas sandwich roundups of 6 national publications.
Spider was tasked with raising brand awareness for Dell’Ugo and creating beautiful content to inspire people to cook with their products.
As well as building the monthly content calendar and community management, we also redesigned their Instagram page and layout to be more premium and enticing.
We onboarded and managed a group of micro-influencers to broaden our reach, and further spread the message around the ease of cooking with Dell’Ugo products.
This was boosted via Facebook and Instagram dark ads and posts, targeting mums with kids under 16 who do not follow a vegan or vegetarian diet. Market research showed that we need to hit this target group 3-4 times in order for them to consider a new product.
Estimated user reach
Pieces of influencer content from 28 influencers
Following a successful partnership with our Corporate PR team, Union Coffee approached Spider’s Digital Team to help build brand awareness with consumers who were likely to resonate with the brand’s values on topics like sustainability and high-quality fresh coffee.
Using our knowledge of the UK influencer network we approached users that fit with Union Coffee’s ethos, educated them on the brand’s offering and finally sent them gifted product with the hope that they would try the product and be compelled to share with their engaged followers
KPI to reach on social media accounts (Including Facebook, Instagram and Twitter)
Total reach achieved!
Our objective was to help challenge the misconception that lastminute.com is synonymous with impulse and spontaneous breaks BUT instead be known for helping travellers create memorable experiences through their dynamic packages
To influence booking behaviour and travel purchase, we collaborated with three individual influencers. We arranged three individual trips for each influencer, which covered nine destinations and bespoke itineraries.
Rather than drive traffic to various parts of the website, we created dedicated landing pages for each influencer and the brand to drive traffic to – a mini hub that inspires readers, drives awareness and bookings.
Utilising the branded hashtag #TripsCreatedByUs, the influencers documented the booking process, their individual travel experiences and shared both static and video content to inspire the key audience groups we wanted to reach.
Mushroom Miles has been born out of the Miles Better initiative, a partnership between local farmers, sellers, and growers, to help consumers better understand the journey their food goes on from field to fork.We live in a society that places more importance on protecting the environment than ever before. 81% of UK residents say that sustainability plays a key factor in their day to day decisions, while 60% said they actively tried to reduce their meat intake.
These facts coupled with the growing popularity of plant-based diets and campaigns like Veganuary – represent a clear shift in attitudes.
That’s why we are here to educate consumers on the impact shopping closer to home has on our carbon footprint, shine a light on just how great mushrooms are, as well as supporting local suppliers along the way.
A complete website containing detailed information regarding the initiative combined with exciting recipes, plus downloadable press and consumer information.
Combining Video, information graphics and photography the site also links to social media.
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
Social Advertising Reach
London Consumer PR agency Spider were appointed by PMS International to drive awareness and sales in the run up to Christmas for their Elves Behavin’ Badly brand. The brief was to bring the iconic elf duo of Elfie and Elvie to workplaces, social hangouts and homes across the U.K, encouraging the public to get pranking using the naughty elves.
Spider curated an integrated PR and Digital campaign to take the Elves Behavin’ Badly craze to the next level. Centering the idea around office pranking. The Agency executed a campaign that asked people ‘don’t take your elf to work but they might just show up’.
Targeting the media houses offices and ITV and BBC, the elves caused mayhem. Recruiting Joey Essex in the quest to get ‘double naughty’ these elves went pranking. With a video narrative that saw Joey get pranked in an office and taking to the tubes and streets of London for a stunt with a pair of life-sized Elves, we ensured that everyone snapped and shared #NoElfControl in the lead up to Christmas. Not only was this hashtag utilised to support the video and experiential activation. Furthermore it spearheaded a dedicated social media content stream that encouraged User Generated Content.
Notably with coverage across National, Lifestyle and Broadcast media, including feature pieces on Daily Mail, The Express and Metro as well as the likes of Radio 1, The Jeremy Vine Show and The Last Leg, these elves caused a storm with adults (not just children), all itching to get in on the pre-Christmas fun.
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 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!
Pieces of coverage to date
Spider has been working with itsu on a retained basis to build brand and product awareness across both itsu [restaurants] and itsu [grocery] boosting sales and positioning founder, Julian Metcalfe OBE as a business pioneer. Helping to position the business as the brighter future of fast food through corporate profiling, trade and consumer PR, Spider has delivered exceptional results. In the last seven months alone, the team has landed 179 pieces of coverage in the titles such as BBC Radio 4, BBC News, Daily Telegraph, The Financial Times, Daily Mail, The Grocer, Big Hospitality, Delicious, Fabulous and more…
Food and drink lovers out there, we have news that will make your mouth water!
Melia Hotels has appointed Spider to launch its latest gastronomic enterprise, SW7. Through a fully integrated PR, social media and influencer campaign, Spider is tasked with putting West London’s newest dining hotspot on the map.
SW7 serves an indulgent menu of international dishes masterminded by renowned Head Chef, Javier Rodrigo Alviz. Guests of SW7 can enjoy the elegant (and certainly Instagrammable) interiors that draw inspiration from William Morris designs, whilst choosing from a comprehensive drinks list that also takes inspiration from the famous British artist. Head Chef Javier Rodrigo Alviz began his career in Madrid, before coming to London in 2014 to work in some of the city’s most iconic hotel restaurants, including the Claridge’s and the Waldorf Hilton.
A desire to learn the latest culinary techniques led Javier to join Adam Handling’s team at Frog restaurant in Covent Garden. From here he took up the reins at Melia White House last year, before transferring across to SW7. Meliá Hotels International was founded in 1956 in Palma de Mallorca (Spain) and is one of the world’s largest resort hotel chains.
It currently has more than 350 hotels in 35 countries on 4 continents. The launch in London of SW7 Restaurant coincides with the relaunch of the newly refurbished Melia Kensington.
Sara Pearson, CEO, Spider says: “We are delighted to be working with Melia, a personal favourite having spent many times staying in Melia hotels in Spain. Spider’s contract includes running the social media channels and influencer activity and working alongside our sister agency, travel specialists – Kitten & Shark who do the PR”
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 , one of the top food pr agencies, 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!
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 , the food and drink pr agency in London 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?
POSTS CONTAINED #LADYHOLE
OF THOSE REACHED ON THE HASHTAG WERE MALE (THE TARGET AUDIENCE)
POSITIVE OR NEUTRAL SENTIMENT
Expert social media Agency Spider created 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!
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
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…
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!
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
New community members in first 2 months
People reached in the first two months
Average engagement rate
First piece of content reached with 40k reactions and 100% positive sentiment
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
Spider’s Consumer, Corporate and Digital teams compiled a strategic campaign to support 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
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 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!”
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 total reach
Average engagement rate
Food and drink PR agency London – 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.
Spider, food and drink pr agency London 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!
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 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.
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