THE CHALLENGE
Citron is made by mums for mums. This kids’ tableware brand is designed for more fun and less fuss at mealtimes. The Meaningful Social Club was appointed to launch this popular Dubai-based brand in Australia, translating the content to the local market and building an engaged community on social media.
The solution
Beginning with a social media strategy package, we analysed Citron’s competitors and devised a comprehensive launch plan. The key objective was to build brand awareness and start a passionate social media community. We also researched and implemented an influencer outreach strategy; identifying on-brand local influencers to co-create content and marketing initiatives to reach our desired audience.
KEY OUTCOMES
Grew brand to 5k TikTok followers, with multiple viral videos over 300k views.
Launched with an influencer competition, which received over 300 comments on the launch post. Regularly worked with influencers, implementing a tracking system to ensure a positive ROI on this activity.
Crafted a Reels strategy, which reached thousands of people in the first month alone. We repurposed this video content for social media ads to ensure the best value for the business from this investment.
Ran Facebook and Instagram ad campaigns to drive brand awareness and build traffic to the online store. Reached a 5x ROAS on social media ads.
Implemented a Google Ads campaign that returned a positive ROAS within the first few weeks of the brand launch.
Instagram Reels
Creating fun and engaging Instagram Reels has been a huge part of the strategy and has allowed the brand to grow so quickly. This Acaii Bowl Reel is an example of the kind of video we have produced, which appeals to parents and is highly saveable. Plus it does a great job of showcasing ways the product can be used.
SERVICES PROVIDED
SOCIAL MEDIA STRATEGY
CONTENT CREATION
FACEBOOK & INSTAGRAM ADS
INFLUENCER MANAGEMENT
EMAIL MARKETING
LANDING PAGE DESIGN
GOOGLE ADS