envy apples CASE STUDY

Envy™ Apples is a world-renowned group of apple orchards that sells apple produce in over 60 countries.

When Envy approached Firebelly in December 2020, its goal was to build a robust social media presence that appealed to multiple demographics, including health-conscious consumers and middle to upper-class families of all ages.

Based on Envy Apples’ goal, Firebelly established metrics focusing on:

• Increasing audience growth on Facebook and Instagram 

• An influencer program in which user generated content (UGC) is leaned on heavily

• Paid ads on Facebook and Instagram that focuses on engagement and brand awareness

• Creating visually appealing and engaging content on all channels

• Improving communication with customers over DMs and comments

• A broad social listening campaign designed to gauge the online conversation around the Envy™ brand, health food discussions and user preferences around apples. This data helps us create content that more appropriately attracts our target audience

• Expanding its brand image to include farmers, retailers, and its seasonal initiatives (which includes a key partnership with Hallmark)

This case study examines the notable progress regarding the brand's social media strategy to reach its goals between December 2020 and April 2024.

SITUATION

Since Firebelly began content creation and strategy for Envy’s socials they experienced:

Envy apple’s AVERAGE ENGAGEMENT RATES

CHALLENGE / TASK

Envy’s biggest challenge was positioning themselves as more than ‘just an apple’ after years of working towards the concept of a ‘branded apple.’  Additionally, they struggled to create striking visuals and relatable, yet aspirational content that featured its premium line of apples. 

Firebelly’s primary goal was to help establish and communicate a consistent brand voice around the following:

• An apple-eating ‘experience’ that was so good, it could only be called Envy

• That Envy is a luxury item accessible to everyone. It’s an opportunity to elevate and savor the moment

• Family-oriented branding that shows off how easily Envy can be incorporated into nutritious and visually appealing dishes

• Educating buyers on the difference between Envy and other apples (most notably, how Envy apple slices stay white for a long period)

ACTION

STRATEGY

After reviewing Envy’s position and goals, Firebelly recommended: 

• A consistent posting cadence on Facebook and Instagram 

• Aggressive audience growth through Facebook ads and Instagram profile view campaigns

• Weaving a cohesive luxury brand image in all content

• Ramping up both the quantity and quality of videos

• Putting ad spend behind only successful content and ongoing testing to find our audience

• Including a mix of family-oriented, luxury and lifestyle images

To accomplish this, Firebelly recommended the following content pillars to shape a dynamic social strategy:

• To position Envy as the ultimate holiday apple - and apple experience, in general

• Showcase Envy’s naturally white slices, beautiful red hues, irresistible crispness and burst of natural sweetness in each content piece

• Epitomize Envy as a luxury apple that anyone can enjoy

• Build a narrative that emphasizes both the premium tasty and standout health benefits  

• To elevate Envy from an apple to an opportunity to improve one’s life while getting more out of life 

• Pair gorgeous creative with actionable captions that establish the brand as a universally beloved ‘branded apple’

ACTION

CREATIVE

Firebelly provided recommendations and counsel to help guide Envy in creating the following content.

Reels:

Product Images:

Relatable/UGC Style Images/Videos

RESULTS

Top Performing Facebook Posts:

Top Performing IG Posts:

Firebelly succeeded in helping Envy greatly expand its social audience. From 2022 to 2023 the brand saw an incredible 1,524% increase in total new follower growth.

In the final quarter of 2023, Envy achieved a remarkable 18.4% engagement rate on Instagram. This is notably higher than the industry average.

Firebelly helped Envy exceed its 2023 Facebook follower goal. The company targeted 100,212, and the final total of 101,539 exceeded that target by over 1,300 followers.

We also ensured that Envy’s target demographic of women between the ages of 35-54 have the highest potential of seeing their content on Facebook and Instagram. With a 1.11% engagement rate, Envy outperforms all competitors. 

Among produce industry competitors, Envy sets the standard for social media conversation. In 2023 the brand hosted nearly 1,000 more cross-industry conversations than any competitor. Envy is by far the most talked-about brand among all competitors on social media.

This success was achieved through a combination of:

• Increased Ad Spend

• Creation of Quality Content

• Ongoing Optimization

• Continued Testing and Innovation

• Application of Industry Experience

• Strategic Use of Influencer Collaborations

WORK WITH AN AWARD-WINNING FOOD AND BEVERAGE SOCIAL MEDIA MARKETING AGENCY

★★★★★

Take the first step by scheduling a call with our Founder, Duncan Alney to discuss:

🔥 Your social media marketing goals and anticipated ROI

🔥 Candid - no bullsh*t - feedback and insights on your current approach

🔥 Valuable ideas for an approach that integrates organic, paid and influencers

🔥 Next steps and budget to launch your program

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FAQs

Do you only do social media?
Yes. We stay in our lane and do what we do best, but we’ll work seamlessly with your other marketing partners.

What kind of brands do you help?
We work best with brands who have clear goals, passion for their products, and the budget required to share that passion and achieve those goals. 😉

How much do your services cost?
After an intro call to learn more about your goals, we’ll provide you with a proposal and investment details.

Brands we’ve worked with