Digital Influencers
Digital plays an integral part in our marketing campaigns. In 2020, we refreshed our consumer-facing website and worked with a mix of macro and micro influencers.
Social highlights
In 2020, the Scotch Kitchen channels grew significantly, with the follower count rising 51 per cent more than 2019’s audience growth. We gained an average of 1.2k additional followers per month across the three channels. Our follower figures currently sit at:
59,000 Facebook
15,000 Instagram
8,600 Twitter
The channels also achieved record numbers of reach – how many people saw the content – with an average of 3.8 million per month, raising brand awareness. Engagement has increased by 67 per cent compared to 2019’s activity, demonstrating that we’re successfully continuing to grow a vibrant, engaged community across our platforms, especially on Facebook and Instagram.
All content was tailored to social listening trends in 2020, allowing us to remain relevant and agile based on consumer behaviour. Top content included themes such as comfort food, supporting local and recipes with a twist. New channels were also used to reach Gen-Z and Millennials, including Snapchat and TikTok, where we saw very low cost per click rates (as little as £0.11), proving it to be a good return on investment.