The Need:
Maxfield’s Organics is a brand of organic, easy-to-use gardening soil for the budding urban farmer. They had recently launched their company and needed to reach an audience in their key distribution area of the Front Range, Colorado. They needed to position their product as a more sustainable, healthy and effective alternative to mainstream soil products like Miraclegro or Scott’s and wanted to show off the culture behind their company manta “Grow food, eat well, live full.” So they contacted the team at Domoto Brands, where I played the role of Digital Strategist, to help get their budding venture off the ground.
The Remedy:
I launched a social media campaign on the visual-friendly platforms of Facebook and Instagram with three key objectives: attract new audiences, spread the infectious culture of the Maxfield’s crew, and engage the market with product-specific content.
To begin, I launched the pages on both platforms and worked with local influencers, along with some strategic ad buys, to target and capture a sustainability and organic-lifestyle aligned target audience. I would regularly curate industry relevant content to promote thought leadership, while showcasing the “down on the urban farm” antics of their team.
Some of our brand-building Facebook covers.
They changed with the seasons!
Once we had our audience defined I stepped things up with different types of content designed to inspire the audience and get them thinking about ways to expand their own at-home food production. This included everything from tips on planting, cultivating and harvesting to seasonal recipes complete with co-branded beer pairings to the speaking events of their aptly dubbed “soil shaman”.
Some of the our most engaging content, designed by Domoto's Jenny Carbajal.
It would have been leaving a huge opportunity on the table to not let the fun-loving voices of the Maxfield’s team shine through on social. So, I created a training program for their more social media-inclined staff members to give them a way to contribute directly to the campaigns, and of course I kept an open channel of communication with all members to make sure we captured every lively voice and moment from the Maxfield’s farm.
Instagram is where the color and culture of the Maxfield's lifestyle really started to take off!
“2x increase month-to-month on cross-platform engagement.”
The Results:
Once we got the profiles established I was able to start cranking away at cultivating engagement. Over the course of 8 months I was able to double engagement rates on both Facebook and Instagram every month. Once the momentum was built up things really stated to take off, with every member of the team getting involved to create truly one-of-a-kind profiles for their brand. Today, Maxfield’s Soils can be bought in hardware, grocery and garden stores across the western U.S. helping thousands fulfill the Maxfield’s mission of growing organic food in their own back yard.
