From gallery to playground
Transforming @Lunchables to meet our followers at eye level
The Past
Previously, @Lunchables Instagram was used to showcase the highest production campaigns the brand executed. From cut-downs of TV ads to glossy photos of builds, the visual bar was incredibly high.
The Insight
Through social listening and UGC, I found that the way our customers interacted with Lunchables was almost never in the polished setting or through the high-end builds our Instagram portrayed. Millennial mothers, our target customer, are searching for community and relatability on their social feeds and embrace the messiness of life, something we were not delivering.
At the same time, the Instagram algorithm began to push Reels, especially those using trending sounds and memes. With the Reels tab fed by an algorithm that shows videos even to those who don’t follow the account, the feature became the best way for us to grow our following.
The Present
Now, @Lunchables mirrors the fun and chaos of our target families. We take part in viral trends, create Reels that call out quirky Lunchables habits, and we feature UGC regularly on our stories. As a result, in the last quarter, we’ve seen our follower count grow by 36%, impressions up by 97%, and engagement up 276%.
276%
97%
36%
Increase in engagement
Increase in impressions
Increase in followers
