Abeles and Heymann turned to Emerald Digital to ignite their social media presence, and drive product sales.
increase in social followers
increase in brand reach
Abeles & Heymann was founded in 1954 by Oscar Abeles and his nephew Leopold Heymann. Now, over sixty years later, Abeles & Heymann remains driven by their passion for providing quality kosher products. Abeles & Heymann supplies their award-winning hot dogs, salami, sausages, and deli provisions to customers across the country.
The company is proud to have a loyal and generational consumer base who enjoy its flavorful products. It is no secret that Abeles & Heymann supplies the best kosher products in the industry. Abeles & Heymann’s CEO Seth Leavitt is dedicated to providing customers with superior experience in quality and service.
Since its inception, A&H has been known for its gourmet, delectable products among the kosher community. In March 2021, Abeles & Heymann connected with the Emerald Digital team ahead of the summer BBQ season. Families would be gathering again, many for the first time, since before the summer of 2020. Emerald Digital was tasked with increasing brand awareness by way of organic and paid social media and ramp up revenue through online and in store sales by connecting with influencers on Instagram. By increasing reach and developing relationship with followers, Emerald Digital was additionally challenged with bringing A&H into the secular community for all to enjoy the brand’s unique kosher offerings, any time of the year.
The Specific Goals for Emerald Digital to Achieve:
– Increase follower amount on A&H social media
– See increase in sales
– Break into new markets
– Break into the secular community
The Emerald team saw an opportunity to make A&H the backdrop to family gatherings across the country. To meet the above-stated goals, the Agency set its sight on highly-targeted audiences and developed mouth-watering creatives to kick off a five-month campaign. The organic social strategy consisted of engaging, brand-specific content distributed across four channels: Instagram, Facebook, Twitter, and TikTok, keeping each platform’s unique value in mind with every post. Emerald Digital elevated A&H’s Instagram content with hi-res imagery that focused on the brand’s products, accompanied by a playful and authentic voice in the captions. The Agency’s Instagram push was driven by the client’s goal to increase its following. Recipe-focused content was posted to drive engagement, and encourage a conversation. The Emerald team also launched a “Humans of A&H” campaign to nourish the brand-customer relationship by allowing clients to peek behind the curtain. The Agency’s approach to TikTok included utilizing trends on the platform to reach a younger audience.
In support of the Agency’s organic efforts, paid ads with clear calls-to-action were implemented by creating target audiences in desired new market locations on Instagram and Facebook. These audiences included not only the already-established kosher community but also young millennials and heads of households who make purchasing decisions for their families. Emerald Digital also coordinated influencer relations and brand partnerships for A&H, exposing the brand to different consumer markets through valuable giveaways and user-generated content.
By the end of the five-month campaign, Emerald Digital increased A&H’s Instagram followers by 47%, eclipsing an industry standard of 12% per year. The brand’s engagement and reach numbers skyrocketed, with 42.2 million% and 23,667% increases. These KPIs not only grew, but also escalated in the right direction; thanks to the Agency’s strategic content, targeting and partnerships, and brand new audiences reached.
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