Christopher's Bakery
Christopher’s is a bakery in North Dulwich. The owners asked if we could harness our enthusiasm and skills in social media to extend the profile of the bakery beyond the local catchment and footfall. It is a bakery and deli with a strong reputation and local patronage.
Christopher’s main aim was to allow for ease of access on social media for their existing customers as well as gaining new ones while also creating a consistent brand message which is coherent with all of their digital output.
​
Weekly posts
The strategy we developed for Christopher’s was to create three weekly posts together with one reel to be posted at weekends. The three posts consist of one bread, one cake, and one pastry. The reel would be a showcase of their other offerings, mainly coffee and retail products. Through this approach, we aimed to create a sort of virtual shop window whereby customers see products old and new and learn more about what makes them so special. The other key part of my strategy was to create three pinned posts which assists with ease of access. The first is a bread schedule which has since been updated and helps customers know the days and times when their favourite breads come out. The second was coffee and the third was cakes, all delivering key information with a graphic style coherent to the overall brand.
Collaboration
Another key part of the strategy was to add a focus on collaboration with other small businesses. This mainly occurs through tags and mentions both on stories and posts through a series known as ‘staff lunch’. These collaborations helped encourage engagement and additional follows as the collaborators would share thus leading to essentially free advertising to key demographics while advertising Christophers own offerings. This collaborative approach has led to engagement from small businesses such as Jamie Ferments as well as large global brands with Marmite commenting and engaging with one of the posts.
Dog of the day - living in a community
The most engaging part of Christopher's social brand is the ‘Dog of the Day’ series which fosters a community approach and encourages custom through people bringing their dogs in in hopes of them becoming the dog of the day. This playful approach contrasts with the cosy professionalism of the rest of the brand. This ultimately leads to Christophers gaining an online brand which is the perfect balance between friendliness and professionalism.
​
​
