Case Study: Brindisa: From Sales to Story

When adopting the Brindisa accounts in 2015 they where an unperforming, confusing visual and verbal mix of heavy handed, unengaging sales pitches. Over 3 years we strategically transformed the social feeds into thriving ecosystems that positioned Brindisa as the industry leading narrator for the story of Spanish food showcasing the people, places and purposes that made us. It’s now one of the most iconic feeds in the London food scene and continues to grow using our foundation.

Performance Driven By Storytelling

My effective approach to social which has seen me grow substantial, engaged online communities pairs authentic storytelling with formulaic, data driven content planning to deliver results converting those likes into leads, those followers into brand ambassadors.

When approaching social with a client, I focus on:

• Attention is Everything - Ensuring attention is prioritized as a valuable commodity equal to EBITA. How you leverage, stimulate and communicate where your audiences’ attention is. Reply and convert to every brand interaction you get.

• Cocktail Party method - You don’t walk up to someone at a drinks mixer and start talking robotically about me, me, me, me. Social media is conversational, your content has to add value beyond talking about yourself. Personality is everything,

• Drop The Sales Pitch - Approach your content like a customer, not an operator. Let your feeds be a backdoor to showcase the stories of your brand, employees, suppliers and communities. Adopting storytelling overselling is the most effective way to communicate your value proposition.

• No Channel is an Island - Why are we all obsessed and invest so heavily in Instagram? It’s the 5th most popular global social channel and when is comes to driving consumer decisions it influences only 8% of acquisition. For a strong social media strategy, you need an online and offline media mix, priming and utilizing multiple spaces to get your message out there.

• Updated = Creative = Prosperity - Knowing your analytics, performance and the latest social trends and updates is fundamental. It allows you to be more agile and creative creating a bigger impact but it also allows you to capitalize and optimize on new movements to maximize your reach and influence.

• Get Organized - 80% of social media success is being organized. Pumping out content without a primary objective, a budget or an intent to drive focus to the revenue-generating areas of your business is superfluous. A call to action “isn’t a buy now” but an emotive cue that stimulates sales through brand building. To build properly you need a plan and formulaic approach.

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