Now in its 7th year, Wells Food Festival is the small independent festival with big ambition. The Community Interest Company celebrates the best of Somerset’s artisan food and drink, enhances the image of Wells (its spiritual home) and attracts visitors in the 1,000’s. Relying almost completely on a network of dedicated volunteers, Cognique were only too happy to offer their support and marketing services.
We knew it was important to help the stall holders & traders feel they were inclusive in the build up to the festival. So we asked them to contribute and talk about their products, business innovation & why the festival’s important to them. Their feedback shaped strong social engagement that featured genuine contributions, creating a truly ‘social’ marketing campaign.
Facebook was popular, Twitter unloved & Instagram non existent! Creating a Wells Food Festival Instagram account was a no brainer. Arguably the most visual social platform, it was immediately successful and regularly achieves over 7% engagement rate on posts. Using a consistent tone of voice & imagery, we successfully nurtured social ‘harmony’ across all the channels, developing a strong, confident brand.
Leveraging the popularity of Wells Food Festival Facebook page wasn’t limited to simply just posting pretty images & well written copy. Cognique maximised the ‘Event’ functionality reaching in excess of 67,000 visitors and achieving (at last count) a whopping 4,000 event responses.
Jon Abbott, Chairman, Wells Food Festival
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