Real Results, Real Impact:
Social Media Success Stories from Mills & Co. Social Media Marketing
ABOUT THE CLIENT:
Andy’s Frozen Custard, a beloved frozen dessert chain with locations across the U.S., approached Mills & Co. Social Media Marketing to boost their social media presence and engage a broader audience on platforms like Instagram and TikTok.
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Our goal was to leverage viral content to increase brand visibility, drive engagement, and grow their follower base.
STRATEGY & APPROACH:
To help Andy’s Frozen Custard break through the noise and achieve viral success, we implemented the following key strategies:
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Content Creation for Viral Engagement: We crafted a series of visually engaging, short-form videos (IG Reels and TikToks) designed to capture the fun, indulgent nature of Andy’s Frozen Custard products. These videos tapped into trending sounds and themes that aligned with the brand’s personality.
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Audience Targeting: By identifying key moments and trends on Instagram, we optimized the timing and relevance of content to reach a broader, non-follower audience. We utilized Instagram’s algorithmic advantages for Reels to ensure our content was seen by users beyond the current follower base.
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Close Monitoring & Engagement: We monitored post performance closely and adjusted tactics in real time, responding to comments, sharing content across stories, and encouraging user-generated content to further amplify visibility.
OVER A 30-DAY PERIOD (Post-Reel):
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Accounts Engaged: 68,398 accounts engaged with Andy’s content.
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Non-Follower Engagement: 97.3% of engaged accounts were non-followers (an increase of +27,571% compared to the previous 30 days).
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Follower Growth: A 135% increase in new followers within the period.
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Reach Expansion: 2 million accounts reached (an increase of +3,736.6%).
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Profile Visits: 73,943 visits to Andy’s Instagram profile (a massive increase of +5,736%).
KEY SUCCESS METRICS:
Instagram Reels Highlight - Reel posted on July 10, 2024, saw massive engagement
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6.8 million views
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111K likes
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2.6K comments
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39K shares
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4.2K saves
CASE STUDY
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CASE STUDY
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ABOUT THE CLIENT:
This client specializes in crafting premium cocktails and fruity beverages designed for an audience that enjoys indulging in luxury experiences. With a higher-end target market, they focus on offering guests a lavish treat through their signature drinks. They partnered with Mills & Co. to expand brand awareness and elevate their exposure across social media platforms.
STRATEGY & APPROACH:
To help this business build stronger brand awareness, we implemented the following key strategies -
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Targeted Content Strategy for Visual Appeal: Create and share high-quality, visually stunning images and videos showcasing the luxurious cocktails, drink presentations, and upscale ambiance. Focus on eye-catching, shareable content with engaging captions that highlight the indulgent experience. Include behind-the-scenes content of bartenders crafting drinks, customer testimonials, and influencer partnerships to attract the right audience.
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Strategic Paid Ads Campaign: Utilize Meta Ads Manager to run highly targeted ads aimed at affluent individuals in Charlotte and surrounding areas. Focus on interests such as luxury lifestyle, gourmet food and drinks, and high-end events. Use data-driven segmentation to reach a demographic with disposable income, focusing on conversions like event bookings or special occasion celebrations.
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Partnerships and Influencer Collaborations: Leverage partnerships with local luxury brands, event planners, and influencers who cater to high-income clientele. Run collaborative campaigns that combine luxurious experiences (e.g., private tastings or cocktail-making classes) to further amplify brand exposure and engage with an audience willing to indulge in lavish experiences.
KEY SUCCESS METRICS:
Paid Ad Strategy | Ad ran for a 30 day period
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Campaign Objectives
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Increase brand awareness
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Drive engagement (likes, shares, comments)
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Boost event bookings and special occasion reservations
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Monitoring & Optimization
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Track key metrics: Click-through rates (CTR), conversion rates, and cost per lead
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Weekly performance reviews: Adjust targeting, creatives, or budget based on results
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Retargeting campaigns: Re-engage users who viewed ads but didn’t convert
RESULTS:
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Impressions: 75,000
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Reach: 50,000
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Clicks (CTR): 5,500 (7.33%)
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Conversions (Leads/Bookings): 120
High CTR from Video Ads: The video ads performed exceptionally well, with a CTR of 9.33%, indicating strong engagement from the target audience. Recommend increasing budget allocation to video content in future campaigns.
Successful Targeting: The ads reached the intended high-income demographic effectively, leading to a cost-efficient conversion rate of $8.33 per lead. Retargeting also proved valuable, delivering a lower cost per lead.
