Veganuary 2022: How to deliver on social

The turn of the year provides an opportunity for brands within the vegan industry to drive awareness for their products, what they stand for as a brand and ultimately why a consumer should choose their products over competitors.

A record half a million consumers signed up to the Veganuary challenge at the beginning of this year, double the number who pledged to go vegan for January 2019. Given this huge demand, Veganuary is a month where brands can’t afford to miss out on a slice of the pie.

Whilst in years gone by the challenge has been seen as an individual challenge, 2021 saw major supermarket chains throwing their hat into the ring by promoting dedicated vegan pages on their websites. M&S created a full month’s worth of recipes whilst Tesco splashed out to promote the awareness month across both radio and television.

The rise of Veganism continues to hit the headlines. But should we be surprised? In the 5-year period between 2014 to 2019, Britain’s vegan population quadrupled in size from 150,000 to over 600,000. The appetite for investing is apparent to, with investment in vegan tech companies in 2021 set to be at an all-time record high. With more than £90m in funding secured already for this year. A major increase compared to the £64m raised last year (pandemic permitting).

All in all, 2022 promises to be a real challenge for brands within the industry to place themselves ahead of their direct competitors.

So, with only a few months to go until the key month of the calendar is upon us, what effective social media strategies can be applied to deliver results come January?

Paid social media advertising

Regardless of the industry, the benefits of a paid social strategy are endless from being able to reach people beyond your already engaged base to delivering commercial gain.

But for industries such as the fast-moving consumer goods sector, paid social can play a key role in helping to get the word out to consumers about new product releases, health-related benefits of said products and ultimately helping to place the brand ahead of its competitors.

The demographics data you’ll receive from your paid campaigns can also help to lay the foundations of future marketing strategies to come.

Creative social media profiling

When working in-house, it can be easy to think just about a brands social media platforms as those are the accounts that consumers are following. But what about the personal social media profiles of those senior figures at your company?

Statistics suggest that on LinkedIn for example, engagements generated via a personal profile can often greatly outperform those of a business page, given the closer relationship and bond that often resides with connections.

An example of this is Co-Founder of THIS, Andy Shovel’s LinkedIn profile management.

With over 14,000 followers on LinkedIn, Andy is a brilliant advocate for the brand, whilst his continuous range of creative stunts often see his posts go viral (see examples below) and continually help to drive awareness for the brand. Whilst also positioning the business as a real industry innovator and a brand that consumers want to be associated with.

Influencer and user-generated content marketing

Whilst sourcing and approaching influencers can be a long process, Influencer gifting campaigns provide an opportunity for brands to gain exposure and increase their reach.

For NOMO Chocolate, a vegan chocolate brand that we launched to market, during our time working with them we secured over 150 pieces of non-paid social posts from vegan free-from influencers and helped to deliver 2.2 million impressions across social media for the brand.

As a result of this activity, we were able to increase NOMO’s online share-of-voice in the vegan free-from online community from 0% to 60%.

If you would like to find out more about how our specialist social media team could help deliver results for your vegan brand, get in touch with us today.

Get in touch with the team