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Social media-led
campaign helps cut
food waste in Norfolk
NCC. Plan Eat Save
Creating rich and attention-grabbing content
Working with influencers
We appointed brand ambassador Ian Haste of Haste’s Kitchen – one of Norfolk’s best loved chefs and YouTubers – to not only support Plan Eat Save on social media, but to also create bespoke video content for the campaign.
Ian filmed a series of Love Food Hate Waste inspired top tips and recipes, and with each short, snappy and informative video used across the three social media channels, we were able to track both views and engagement.
Event planning & PR
Targeting a local audience
Why social works
As well as creating a vibrant and engaging campaign, targeting a niche demographic was also a key. Plan Eat Save needed to reach and appeal to Norfolk’s young professionals aged 16 – 34 and young families aged 25 – 44; two groups identified as households that waste the most food. NCC were also keen to reach residents across the entire county, not just Norwich.
By allocating budget to social media advertising, we were able to directly target our audience by location, age and interests. We also created tailored content using a tone and visuals that would appeal to a younger audience.
The campaign was seen over 5.9m times
The results
In the year since the campaign launched, Plan Eat Save has grown from nothing to a huge success on social media, engaging a local audience and getting a great response from followers.
As of June 2017, Plan Eat Save was reaching 200,000 each month on Facebook and 150,000 on Twitter, with the total following across Facebook, Twitter and Instagram totting in at over 5410 people.
Over the year, the campaign was seen over 5.9m times across Facebook and Twitter combined, and on Facebook alone reached 1.9m people (unique users). Analytics show that the geographical location and age range of Plan Eat Saves followers is also spot on, predominantly based in Norfolk and 20-40 years old.
On Facebook, Plan Eat Save’s followers resided in the following top 10 cities: Norwich, King's Lynn, London, Lowestoft, Dereham, Thetford, North Walsham, Wymondham, Gorleston-on-Sea and Attleborough; demonstrating wide spread coverage of Norfolk. The campaign even gained followers as far afield as USA, the Philippines, South Africa and Australia, and even has one from the tiny island of St. Helena!
As well as reaching the right people, Plan Eat Save’s social media platforms showed fantastic engagement. Videos on Facebook were viewed 68.8k times, Facebook posts were liked a total of 6.1k times, while comments and private messages came in their masses, covering everything from those who had learnt something new about how to store food and were shocked at how much money they could be saving, to those that were planning to try a leftovers recipe at home.
The survey taken by those who took on the Norfolk Food Waste Challenge echoed the same feedback, with results showing that a whopping 88% of those surveyed said they'd saved money as a result of taking the Challenge and 84% saying they now throw away less food.
With journalists even taking on the Challenge, Plan Eat Save also saw great regional press coverage, including the EDP, BBC Radio Norfolk, Feast, Just Regional and Mustard TV.
It’s been fantastic working with you all, you’ve delivered creative of a consistently high standard and your advice and support around social media has been second to none. We wouldn’t hesitate to work with you again in the future!
Louise Banning
Principal Communications Officer
Norfolk County Council
Page likes
3,009 likes
3,010 followers
Impressions
2,300,00 impressions 1,932,366 total reach 216,757 organic reach 1,715,609 paid reach
Facebook video views
68.8k
Highest performing video:
Ian's breadcrumb tip. Total
viewing time: 3,400 minutes
Page activity
815 followers
20,631 reach
Page activity
1,585 followers
1,200,000 impressions
Overall
