SOCIAL MEDIA MARKETING

Cow & Gate Follow on Milk.

We partnered with Cow & Gate Follow on Milk, no.3 FOM in Ireland, to develop a localised influencer strategy to increase visibility and mental availability of the brand, with the aim of supporting sales in Ireland. A particular focus in 2022 was to solidify Cow & Gate FOM’s market share of 16%, & positioning as no.3 follow on milk in the Irish market.

Cow & Gate FOM powders have been made in Ireland for over 135 years. Leaning into the brand’s Irish heritage and importance of supporting local was also valuable, activating the campaign with recognisable Irish brand ambassadors.

OUR APPROACH

Influencer marketing in highly regulated early-life nutrition, supporting 10% YoY sales growth.

Instagram was a trusted and most used platform amongst key audiences, to connect with and support parents. The influencer campaigns that we worked closely with Cow&Gate on have focused on the challenge of supporting parents who are navigating becoming a parent for the first time, or when growing their family. We overcame barriers of the strict regulatory guidelines within early nutrition, balancing information that was required on content for compliance, along with relatable and helpful content for parents.

We chose to collaborate with Irish influencers and brand fans; Aoife Walsh [a first time parent] and Sue Buckley - @sue_dan_house [experienced mum of two]. Content ideas were informed for each influencer by search trends and best performing influencer and industry content.

The challenge was balancing regulatory requirements, disclaimers and key brand messages to ensure content remained inspiring, educative and/or entertaining. Content was not always created to entertain, but to educate on key nutritional facts of Cow & Gate FOM. Inspiring new parents to look for support and educate themselves on feeding options.

 

Services.

Strategy

Social media marketing

Influencer marketing

The Results.

MARKET SHARE POSITION

#3

YOY SALES INCREASE

10%

COMMUNITY GROWTH

31%

 
 

 “Their knowledge of the Irish market, influencers and our brand was key to ensuring that we worked with influencers that were a true brand fit. In their reporting, Part Three Digital are extremely thorough and insight driven, sharing recommendations not only post campaign but throughout the process.

They’re extremely committed to and passionate about the brands they work with. As a team they are extremely attentive, professional and always a pleasure to deal with, which has made for a great partnership.”

- Cow & Gate, Danone Nutrition