CASE STUDY: THE PASTY SOCIETY
Pasty student power
Proper Cornish is the UK’s leading handmade Cornish pasty producer and is consumer-facing at 22 UK universities via Compass’ education business, Chartwells.
To drive brand awareness in this difficult-to-reach demographic, we created the tongue-in-cheek Pasty Society, asking students to pledge allegiance to the genuine Cornish pasty.
Targeted social media was layered on top of a campus tour to create a core student collective audience. The campaign then focused on retaining and building followers, using pillars of engagement around topics like ‘life hacks’ and student heroes to ensure content was relevant and focused.
The campaign helped Proper Cornish get noticed in the sector and recognised as an award-winning industry leader, receiving ‘Best Supplier’ at the Chartwells Business Excellence Awards.
Twitter and Facebook currently have a combined following of over 2,000, made up of a core audience of students displaying strong levels of engagement with the channels.