SPAM® is a globally recognised brand with a rich cultural legacy and has inspired everything from musicals and festivals to the name of your junk email box.
However, in the face of modern challenges like the cost of living crisis and increasing competition from own-brand labels, the brand sought to rejuvenate its image and sustain long-term growth.
Brand Revolution was tasked with reinvigorating SPAM®’s online presence, aiming to highlight the product’s versatility, taste, and quality to new audiences, while also engaging existing fans with content that celebrates the brand’s unique heritage.
Our sole aim was to grow engagement and awareness of the SPAM® brand, using audience data to underpin our content strategy.
Using this data, we expanded SPAM®’s content pillars and built out their key messages to ensure a wider range of content which inspires, informs, engages and educates.
We developed a new tone of voice infused with northern UK humour, creating a warm, relatable persona that resonated with SPAM® enthusiasts.
Community engagement was bolstered through merchandise giveaways, user-generated content, interactive competitions, and responsive community management.
Utilising audience data, we expanded SPAM®’s content pillars to inspire, inform, engage, and educate.
Content ranged from traditional recipes for loyalists to innovative dishes for the curious, alongside historical trivia and myth-busting to convert skeptics.
The social media strategy delivered exceptional results, with an engagement rate of 4.9% on Facebook and a standout 9.33% on Instagram, far exceeding industry benchmarks. In a 12-month period the social content achieved over 30 million total impressions on Facebook (their main platform) and nearly 3 million on Instagram.
These figures reflect a highly engaged audience and underscore the effectiveness of content tailored to each platform.