Wonderhood Studios

London

Future proofing the brand with future food lovers across the UK

Supercharged Social Listening

The Brief

Waitrose came to us with a big challenge, how could they begin to future proof the brand with the future food lovers across the UK?

Working closely with their in-house social team, we devised a monthly culture-led insights-to-creative process to enable the brand to stay on top of (and ahead of) cultural moments that give them a point of view and relevance with a younger 25-35-year-old audience.

The Results

Taylor Swift

474% increase in likes, when compared to average likes.
1320% increase in comments, when compared to average comments.

Garfield

892% increase in likes, when compared to average likes.
2964% increase in comments, when compared to average comments.
Garfield meant that in the month of May the second most frequent rising search was Waitrose cat food (up by +140%) & Waitrose cat lasagna was the 5th trending term (up by 750%).

Glastonbury

A 192% increase on their average engagement rate.

Talkability online around the Waitrose brand was its highest in 4 years in September 2024: A 4% increase in monthly average.

S Club: No.1 Range

The Brief

Drive mainstream awareness and reappraisal of the Waitrose No.1 range by targeting not only food fans, but also the next generation of food obsessives.

Create a talk-worthy campaign to span multiple demographics to drive positive and unexpected sentiment.

TikTok topview had a click through rate of 3.92%: “highest ever seen in retail”

82 million: Impressions

5.5 million: Engagements

134 x the ER of other top performing posts of the year: Meta

ER +27% of target: YouTube

OUR MOST SUCCESSFUL SOCIAL MARKETING CAMPAIGN EVER!
,

Armchair Detectives

The Brief

Amplify Waitrose’s star-studded Christmas campaign to continue to drive conversation online around the “whodunnit” Christmas mystery.

The Results

Less than one week from launch, we have had over two million organic views, and engagement has surpassed all other posts from the Christmas campaign:

1047% increase: on average IG likes

1057% increase: on average IG comments

2383% increase: on average reach across all platforms

Waitrose | Supercharged Social Listening

Waitrose came with a big challenge, how could they begin to future proof the brand with the future food lovers across the UK? Working closely with their in-house social team, we devised a process to enable the brand to stay ahead of cultural moments that give them a POV.