Plant Academy
Plant Academy is an award-winning cooking school, offering online courses and in-person retreats to help chefs elevate their plant-based dishes.
Outside their brand collaborations, Plant Academy looked to engage culinary and business experts to cultivate their community on Instagram and drive traffic to their courses.
Incorporating one curated post a day rooted in current social media trends and inspirational visuals, as well as featuring course content, helped build a relevant and delicious-looking feed.
WORK INCLUDED:
Developed personality-led social strategy
Created content and curated visuals
Designed conversion-focused graphics
Re-designed sales pages to optimise for conversion and improve user journey
SOME OF OUR WORKING WINS:
33% increase in website traffic from social
Instagram follower count grown to 19.4K
36% increase in MoM impressions
CONTENT TYPES
Course-focused content
Brought the course content to life on social - spotlighting the experts in each module, and showcasing key learnings to translate more of the student experience across to social media.
This content series also re-engaged existing and previous course students on social media, resulting in an influx of positive customer feedback in comments and on their own pages - this could then be used as social proof across sales pages.
Value-led content
Curating recipes and learnings from different courses, as well as from brand partners, allowed us to increase reach on the account. We also increased the percentage of ‘bookmarked’ content from 9% to +44% MoM to position Plant Academy as a consistent and valuable source of inspiration, education and community.
This series prompted an increased in tagged content when people recreated the recipes themselves and shared it on their social media accounts, tagging @plantacademylondon when they did so.
Community-driven content
Created and executed the concept for Plant Academy ‘Guides’ to amplify the brand’s global footprint. Worked with existing students from the courses to spotlight local businesses in new cities - this re-engaged previous students and leveraged the brand’s community.
The locations included the Guides featured businesses that were already well-established, as well as newer establishments with smaller social followings to help people discover new lesser-known restaurants.
With each new ‘release’, we shared graphics and resources with the included businesses to help them promote their feature in the Guide.
This social media series was so successful that it was expanded into an evergreen piece on the brand’s website to increase traffic and act as a top-of-funnel resource.
