Comvita

Role: Content Producer & Community Manager

As a Certified UMF™ Manuka Honey brand coming from the remote forests of New Zealand, carrying tons of beneficial properties, our social strategy was to position Comvita not just as a healthy honey, but as nature’s most powerful honey. With a continued objective of awareness and follower growth, we successfully gained 8,471 followers throughout the Q1 and Q2 period of 2021. We saw a strong engagement rate across many posts, and narrowed in on a few particularly effective categories:

• Brand News

• Bee Education

• Foodie Photos

• Giveaways

Top posts at a glance:

Campaign: World Bee Day

This World Bee Day (or World Bee Month in our books) we set out to address the problem of honey bee extermination. We embarked on a mission to save 5 million bees by partnering with independent beekeepers across the nation (@girlnextdoorhoney and @mr.mrs.beerescue to name a few!) and sponsoring a number of their bee rescues. Here’s a few of the highlights:

The most important message of World Bee Day initiative was if you see a hive in an unwelcome area, don’t call an exterminator, call a beekeeper. Our campaign came to life on social media with educational honey bee posts explaining the importance of bees, how we rely on them for our entire way of life, and what makes them such amazing creatures. On World Bee Day itself, we created an Instagram Reel, celebrating bee rescues and beekeepers and throughout the entire month we highlighted our independent beekeeper partner. The celebration wouldn’t have been complete without a 25% off discount sitewide all month long.

 Brand Partnerships - Sweet Summer Giveaway

As a part of our always on social strategy, we frequently partnered with like-minded brands, influencers, and wellness experts who were believers in the benefits of Manuka Honey.

To celebrate the beginning of summer, we teamed up with Frances Largeman-Roth, Registered Dietitian and Nutritionist, Journalist, and Author of Smoothies & Juices: 100+ Delicious Recipes for Optimal Wellness. We hosted a ‘Sweet Summer Giveaway’ on our preferred sweepstakes platform, ViralSweep, with the objective of gaining email subscribers. Promoted through paid social and lasting 15 days, the giveaway received 1,304 entries, adding 1,304 unique email subscribers to our list. 2 randomly chosen winners received a suite of Comvita Certified UMF™ Manuka Honey products and a copy of Frances’ Smoothie & Juices Recipe book.

In addition to our ViralSweep giveaway contest, we hosted the Sweet Summer Giveaway on the @comvitausa Instagram page with the objective of follower growth. To increase engagement in the giveaway, we sent an email to our subscribers, encouraging them to head over to our Instagram page and enter to win. The post earned 317 comments, and had an engagement rate of 3.05%.

Always-On Content Strategy: Foodie Photos & UGC

Our audience has always had a strong interest in mouth-watering food photos and recipes featuring our Manuka Honey. Knowing this, we chose to implement ‘foodie photos’ as apart of our always-on content strategy, with the objective of featuring images from real life people in the health food and wellness space. By partnering with health experts like Frances Largeman-Roth, Lauren Manaker, Dr. Will Cole and through our influencer marketing partner, Statusphere, we received beautiful content that we posted to our page, deepening our ties to the community. Here’s a few of our favorites: