Digital Impact Awards 2012 | Best Use of Digital in the Retail Sector | Gold
Digital Impact Awards 2012 | Best Use of Digital in the Food and Beverages Sector | Silver
I joined STEEL’s social media team for Greggs in 2012 when the brand had around 450,000 Facebook fans and 20,000 Twitter followers. I left in 2014 with Facebook at 780,000 fans, Twitter at 83,000 followers and a pair of Digital Impact Awards for Greggs (pictured).
We were responsible for planning, designing and writing copy for each post, as well as responding to user comments. With a bias towards Facebook (Greggs strongest platform at the time) and a thin slice of Greggs marketing budget, we created content around four key themes: Product, Seasonal, Topical or Campaign (see below).
‘HEAVEN AND HELL’
As well as keeping customers up to date with the Greggs menu, this approach would always spark comments both for and against the product. Plus it gave us an excuse to write some silly poems.
Over a series of social media posts we pitched traditional British biscuits against one another to determine the ultimate dunker. Outcomes of each biscuit vs. biscuit face-off were decided by our Facebook fans.
It got quite heated at times. Who knew the ultimate dunking biscuit was a custard cream?
VALENTINE’S DAY, 2014
We thought it was hilarious and our in-house vegetable-sculptor deserved an award. It just didn’t seem to capture Greggs fans imaginations. Live and learn. But since you’re here and this is my page, you can sit there and enjoy them all.
THE ESSEX LION
One of these was during the bizarre Essex Lion scare in Clacton-on-Sea in August 2012. There’s a Greggs in Clacton-on-Sea. We thought this post would help.
MAN OF GINGER
I still prefer it to the orginal.
A mainstream, generation-spanning British institution; a character obsessed with strange food; a hashtag, #savetheday, the BBC was promoting up the wazoo… We had to get in on that.
By lunchtime, it had been picked up by Buzzfeed, Gizmodo, and Daily Star with Twitter roundly voicing its approval.
THE GREAT GREGGS SANDWICH MAKER
WINNER: GOLD DIGITAL IMPACT AWARD, 2012
Every day we awarded prizes for the best #PastySanta photos and shared them on Greggs social channels.
MEAL DEAL REVEAL
With every purchase of a Meal Deal in shops, customers would receive a scratch card. Scratching the left side could reveal a free Greggs product, redeemable instantly. Scratching the right side revealed a unique code.
That’s where we came in.