Oorah loves to create healthy tasty food. Their mission is create products with brag-worthy, quality ingredients (such as whey protein, collagen and superfoods), while remaining equally concerned about what they leave out (refined sugar, gluten, antibiotics, hormones, flavourants, colourants, emulsifiers, preservatives, artificial sweeteners and chemicals). Oorah products are also naturally packed with vitamins, minerals, antioxidants and phytonutrients which are not destroyed through excessive heating in manufacturing.

Oorah wants their customers to burst with energy throughout the day, beat sugar cravings and the dreaded desk slump, and get the most from your workouts. 

Goals:

During the COVID lockdowns seen at the beginning of 2020 Oorah saw an increase in the amount of online sales that were coming through their website and they wanted to try and drive more traffic and sales to their website as well as increase awareness of their offering online.

The social media goals were to increase post engagement, get more followers to visit the Oorah website and make purchases and to understand how well their micro-influencer interactions were assisting the brands sales and growth.

How?

Storyteller held an in depth strategy and planning session with Oorah’s directors to formulate their social media marketing plan. We used our tried and tested pillars to develop the plan and to ensure they are well on their way to reaching all their goals.

Research:

We first dived into our research phase to see what works, what their target market responded to and what sorts of posts and techniques could get their followers to visit their website and make purchases.

Encourage Engagement:

Post engagement is essential for content to be seen by an audience as well as potential new followers. Storyteller outlined a number of content pillars that would guide us when creating posts and stories for Oorah.

These included Oorah’s why, their female entrepreneur story, Oorah fitness tips, lifestyle and product posts.

The trick was to balance informative product and educational posts with more “liked” posts such as lifestyle imagery and fitness tips.

Traffic Generation:

We used swipe up stories and calls for followers to click the link in Oorah’s bio in order to drive traffic from Oorah’s social media accounts to the Oorah’s website where customers could buy Oorah products online.

Consistency:

Social media algorithms reward consistency, so it is important to have a posting schedule. Storyteller set up Oorah’s social media calendar for each month and scheduled the posts through our social media scheduling software.

Collaboration:

Oorah often gets approached by micro-influencers asking for free products and we set up influencer agreements with these content creators so that both parties knew what was expected of the. Once of the most important facets we added to the influencer interactions was a way to track the impact they have on Oorah’s sales. So we could understand how much value is being added and what Oorah should be asking for from these influencers in return for product.

The Results

@Oorah_pow saw strong growth of their followers during our three month campaign with Storyteller. Most importantly their engagement rate increased by 4% up to 2.1%. The Oorah social campaign also drove over 1095 new visitors to the website from their social media accounts, where they could view their products and make purchases.