Glistening giveaway dazzles much-loved food brand in new followers thanks to Digital PR experts

by Emma Lourie

Friday, February 5th, 2021

How digital PR experts helped increase Instagram followers in just two days

Food and Drink PR photography, Hey Renu and Mackie's of Scotland collaboration.

The much-loved ice cream brand, Mackie’s of Scotland, teamed up with foodie influencer and mother of one, Hey Renu, to bring the ultimate ‘Cosy Night In’ package to her followers.

The collaboration served up some tasty results:

  • Reaching over 10.8K followers with an interest in food
  • Directly increasing the Mackie’s Instagram account by 51 followers (from 4,551 to 4,602)
  • Over 569 reactions and 260 comments on the giveaway post

As most of the country were living a restricted life at the end of 2020, digital PR experts proposed a “Cosy Night In” giveaway to our client Mackie’s of Scotland, to bring some happiness and light during a tough time for many.

Hey Renu was highlighted as an influencer who was authentic, creative and had follower base similar to Mackie’s target audience. As well as a love for delicious food and treats.

The giveaway took place during the winter months and had a focus on Mackie’s products being ‘simply delicious’ a theme the brand has adopted since the summer. The post also highlighted – regardless of what the weather might be – ice cream and chocolate can bring a joy even on a cold winter night.

Hey Renu followers were asked to like, tag three friends, and follow both accounts to be in with the chance of winning a bundle of ice-cream vouchers, a selection of chocolate and a gift box chocolate set. Mackie’s ended up gifting three prizes because of the stellar interaction results.

The post was a success in terms of follower increase and engagement, but it also provided valuable content that Mackie’s could share with its own followers – and on top of this – Mackie’s secured a spot on Hey Renu’s Instagram grid, with several links back to Mackie’s account.

Hey Renu created high quality content which included Mackie’s branding, the pot highlighted her genuine and authentic approach meaning Mackie’s were able to increase their following base and awareness of the product off the back of her trusting followers.

Influencer collaborations and giveaways are an important way for brands to humanise their products and messages, as influencers share their thoughts and opinions with followers who trust their review. This in turn increases the knowledge and awareness on the product and brand name.

Influencers build their following over time and learn how to interact effectively and create friendships. Due to this, followers are more likely to share their thoughts, ask questions, make suggestions and tell you what they use the product for.

In a digital world that is continually developing, influencers have to be utilised in all campaigns as a way to tap into new audiences and create deeper connections, but it is fundamental to select individuals specialising in a similar sector.

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    Emma Lourie is an Account Executive at Edinburgh Public Relations agency, Holyrood PR in Scotland

    Emma Lourie

    Account Executive, Emma Lourie, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

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