Submitted by Intandem Communications

Sweet social media success for Harvest Moon Confectionary

Intandem Communications built a social content plan and influencer gifting programme for artisan snack producer Harvest Moon, reporting a 231% increase in website traffic in 2021.

+236%Instagram follower increase
28%share of website traffic from social
+231%website traffic increase year on year

Case in 60 seconds

Harvest Moon wanted more social media presence and engagement in order to drive sales through its website, a harder task because the brand was working from established Facebook and Instagram pages rather than launching fresh ones.

The campaign appears to turn on the range's functional claims, high-protein and allergen friendly flavours, doing the persuading, because a snack buyer scrolling social responds to a stated dietary reason to try a product rather than to craft heritage alone.

Refine the brand's key messages and target audiences first, then build a creative social media content plan around them so that graphics, photography, gifting and paid support all pulled toward website sales.

Intandem Communications created new graphics and ran a photoshoot to supply imagery in different formats, gifted product to carefully selected local social media influencers, and ran a series of short, highly targeted advertising campaigns on Facebook and Instagram highlighting the range's high-protein and allergen friendly flavours.

The agency reports a 231% increase in website traffic in 2021 in comparison to the previous year, with 28% of website traffic driven from social media, and a 236% increase in Instagram followers in 6 months.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Target audiences were refined with the brand as part of the work; the page does not name who they were beyond followers of the existing Facebook and Instagram pages and of selected local social media influencers.
An artisan snack producer competes against packaged confectionery with far larger media budgets, so the page's approach of short, highly targeted paid bursts on two owned platforms reads as a way to buy attention selectively rather than broadly.
The work positions Harvest Moon on its product attributes, high-protein and allergen friendly flavours, so the brand's role in social is to answer a dietary consideration rather than to trade only on its mid 1990s craft heritage.
Based on the available evidence, gifting product to local influencers suggests a bet that a Yorkshire snack brand travels most efficiently through people whose followers already overlap with its market, though the page does not describe how those influencers were selected.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • graphics
  • photography

Partners

  • Intandem Communications (lead_agency)

Creator role

  • carefully selected, local social media influencers

Results & Evidence

MetricValueResult type
Instagram follower increase236% increase in Instagram followers in 6 monthsperformance
share of website traffic from social media28% of website traffic driven from social mediaperformance
website traffic increase year on year231% increase in website traffic in 2021 in comparison to the previous yearperformance

Why Intandem Communications's strategy worked

  1. 1

    Producing a photoshoot that yields imagery usable in different formats appears to be what allows a content plan to sustain frequency, because the plan does not stall on asset supply once the shoot is banked.

  2. 2

    Gifting to locally selected influencers alongside paid support suggests a division of labour in which creators supply credibility to their own followers while the ad campaigns carry the product claims to a targeted audience.

  3. 3

    Reporting that 28% of website traffic came from social while total traffic rose 231% indicates social was one contributor among several, so the follower growth reads as a supporting rather than sole driver of the commercial aim.

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