Applegreen

Leading the way in digital and social for Applegreen, a convenience food and beverage retailer and operator of petrol forecourts and motorway service areas with a major presence in Ireland, the UK and US.

Client: Applegreen PLC Date: 2019 Services: digital, content, social, advertising

Overview

Driving multiple communication strategies through various touch-points, with a focus on Digital Marketing.

Management of brand strategy for Social Media platforms and roll out across ROI, NI, UK and US.

Develop engaging campaigns aligned with trading and brand priorities using interactive and creative content.

Results

Sales Increases

Sales Increases

Category: Food - Deli

New product launch campaign (Vegan Sausage Roll) successfully saw 9,000 units sold in launch week (week 18). Sales went up by 17% in week 20, and net sales maintained for two weeks of the campaign. Increased website visits by 200%. Increased Instagram audience by 11%. Social reach 0.5 million people.

Sales Increases

Sales Increases

Category: Drinks - Coffee

Event campaign (Coffee @ Bloom in the Park) successfully saw 2,000 coffees sold. Increased engagement by 10%. Increased Instagram audience by 6%. 12,000 Facebook video views. 37,000 Instagram Stories views.

Online Audience Increases

Online Audience Increases

Website & Social Media

Instagram
2,100 ➡ 3,400

Facebook
54,300 ➡ 56,000

Twitter
5,400 ➡ 5,900

Website

⬆ 20%

Advertising

Through The Line

Through The Line

Integrating Below the Line strategy with Above the Line for successful Through the Line FMCG campaigns that drive sales.

Leading external agencies on creatives and performance marketing.

Campaigns include:

#TheVegan – Vegan Sausage Roll 🌱#ApplegreenPriceDrop – Summer Fuel Sale ⛽ #Happy247 – Birthday Celebration 🎁

Below The Line

Below The Line

Develop digital-only engaging campaigns aligned with trading and brand priorities using interactive and creative content.

Campaigns include:

#DriverReviver – Road Safety 🚙 New Store Openings 🏪 Car Wash 🧽 #MothersDay  👩‍🦰 #Easter 🐰 #Bloom2019 🌻 #Taste19 – coffee ☕#StrangerThings #AirLounge ✈ #ElectricPicnic 🎪

Content

Social

Social

Management of the content calendar.

Plan and develop engaging content.

Use gaps in calendar for real time marketing opportunities.

Ensuring consistent posting for audience growth.

Web

Web

Created content for consumer and corporate campaigns.

Manage the websites for: Ireland 🇮🇪 UK  🇬🇧 and US 🇺🇸

B2C

B2C

Loyalty ❤ trade 🍫 hashtag holidays 📱 brand partner content – Burger King 🍔 Freshii 🍲 Chopstix 🥢 Costa Coffee ☕ Just Eat 🛵 Lavazza ☕ Subway 🥪 Welcome Break 🛣 influencer content, and user generated content.

Corporate

Corporate

#EarthDay 🌍 #Pride 🌈 #RoadToSustainability ♻ #Charity ❤ #TeamApplegreen 🍏 #WellBeing 🙂 #WomensDay 👱‍♀️

B2B

B2B

SEO and social for – Fuel Card 💳 Dealers ⛽

Management & Measurement

Management

Management

Management of the Social and Digital budget.

Monitoring and forecasting future expenditure.

Project Management.

Digital Agency Management.

Management of direct reports.

Measurement

Measurement

Monitor all contents performance.

Track and tweak campaigns if necessary.

Prepare reports and infographics for campaign performance.

Prepare comparative analysis and social sentiment reports.

Measure sales in line with marketing activity.

Work Samples

Love Island
Taste of Dublin
Campaign – Trade Marketing – #StrangerThings
#NationalRelaxationDay - Breathe In/Out
#BacktoSchool - Morning Routine
Subway - Free Cookie Offer
#Easter - #GameofThrones #GOT
No Vegans were harmed...
The only Apple Card you need! [B2B]
#MothersDay - Don't forget your gift!
#Happy247 - How many squares?
What's in the last square?
All Ireland Hurling Final
#FridayFeeling - Recyclable Cups
#BaconDay - New Bacon Bap
Campaign – #Happy247
High Performing Ad – #Ploughing19
Instagram Stories
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