Social Media Marketing Strategy + Management

The Good Seed Kefir

In early 2019, Sole Studio and I worked to develop a robust Social Media Marketing Strategy for The Good Seed Kefir – one that combined my skills in social media marketing with the branding and design finesse of Sole Studio. We presented the 

Like many small businesses that expand, they found their ongoing marketing efforts slowly becoming more difficult to maintain in alongside the more immediate duties – for example, making the product. A few months after receiving the strategy, Ivy and Adrian of The Good Seed Kefir asked if I could take over the reins and manage their social media for them. 

The Good Seed Kefir Sparkling Kefir Drinks Social Media Photography

The Good Seed Kefir

Social Media Stats

21%

Increase in Instagram Followers

28%

Increase in engagement rate on Instagram

52%

Increase in Overall Instagram Likes

35%

Increase in Instagram Average Likes Per Post

26.5k

Average reach on instagram

8.5k

Average Reach on Instagram Stories

733%

Increase in replies on Instagram Stories

94.47%

Average Completion Rate on Instagram Stories

71%

Increase in Instagram Story Engagement Rate

4.35%

Average engagement rate on Facebook

Benchmark 0.12% in Food & Beverage

80%

Increase in Facebook Followers

3.89%

Average engagement rate on Facebook

Benchmark 0.12% in Food & Beverage

42k

Average Post Reach on Facebook

65%

Increase in engaged users on Facebook

22%

Increase in Average Daily Post Impressions on Facebook

Photography

When I first began working on The Good Seed Kefir’s social media marketing, I noticed they had a very limited supply of imagery – most of which was photographed on a mobile phone and not often of the best quality. Through repeated use, their audience were growing tired of the same images over and over again. 

So TGSK agreed to add photography to my suite of responsibilities. 

The aim was to produce a suite of imagery from a number of aspects of The Good Seed Kefir’s brand: TGSK’s weekly market stalls, their stockists, their range of products and the lifestyle one might expect to live as a consumer of their products. 

Through this imagery, I would elevate the brand’s visual identity, while staying true to representing them as a small batch, home-grown business. 

Instagram & Facebook

Content was posted across Instagram and Facebook daily, utilising Facebook and Instagram shopping features, including a hashtag strategy specifically on Instagram. 

Instagram Stories

Since kefir isn’t as widely known as its sister kombucha, and as The Good Seed Kefir’s objectives were to grow their audience, I broke their Instagram Story Highlights down into relevant categories that newcomers to their Instagram may be interested in reading up on: 

  • Our Story
  • Our Community
  • Market Schedule
  • FAQ
  • Find Us
  • Flavours 

New stories were posted throughout each week under one of the six categories, to keep their audience up to date on monthly market stalls, updates to their stockist list, education on kefir and fermented products, and feedback from their customers. 

The Good Seed Kefir Social Media Marketing Instagram Story Highlights Icons
The Good Seed Kefir Social Media Marketing Instagram Story of Brand Story
The Good Seed Kefir Social Media Marketing Instagram Story of Market Schedule
The Good Seed Kefir Social Media Marketing Instagram Story Stockists
The Good Seed Kefir Social Media Marketing Instagram Graphic Text Post