Case Study: Using Instagram to Connect with Your Target Audience

Oct 2020

One thing that sets KWSM apart from other agencies is our ability to hone in on a client’s brand story, especially when it comes to social media. We have the ability to craft content on multiple social media channels that resonates with a client’s current audience and attracts new fans from the desired target audience – all structured into cohesive messaging campaigns. Case Study: Using Instagram to Connect with Your Target Audience


We recently saw the fruits of our labor pay off with Portland Cider Company, a cidery in Oregon. Portland Cider Company is rooted in making high-quality cider that combines an old-world cider-making approach with Portland personality and culture. 


One of our recent goals for Portland Cider Company was to craft an Instagram campaign that would build brand awareness and excitement around their newest seasonal small-batch cider, Pumpkin Spice Cider. We wanted this campaign to be visually appealing and highly engaging for our audience.

The Campaign

Instagram is a platform centered around posting visual content. Posting high-quality, engaging photos and videos consistently is the most surefire way to attract new and current followers. And, we know that posts tend to receive the highest engagement when they are consistently centered around our core campaign messaging.


With this in mind, we set out to craft a campaign that would set the Pumpkin Spice Cider release up for success. We established the hashtag #13NightsOfPumpkinSpice and each post about the new cider included this hashtag in the caption. From there, we built out ideas for creative content centered around fall imagery: recipes, short video clips, blogs, and even an engagement-based giveaway. The campaign featured 13 days of differentiated content showcasing every aspect of the cider – from tasting notes to production to the perfect ways to enjoy the finished product. 


It is important to note, however, that creating engaging content isn’t all about how many likes or comments a post gets (although those metrics should not be discounted). The goal of any marketer should be to drive a result such as increasing website traffic, generating leads, or in this specific case, driving interest that results in sales. For this campaign, KWSM utilized strategic daily social media posts, blog posts, and social media ads to reach our audience and achieve that goal. 

The Results

At the conclusion of the 13-day campaign, we analyzed our results. In the month the campaign took place, we saw a 50 percent increase in impressions, a 42 percent increase in reach, and a 54 percent increase in engagement – with less than $150 spent on ads. And, we were able to increase website traffic by nearly 10 percent and help the client achieve a goal they had been working toward by reaching 10,000 Instagram followers.  


When reviewing the analytics for the whole month, we saw further campaign successes across all platforms. The Pumpkin Spice Cider content out-performed all other content in reach, impressions, and engagement. 












As brand journalists, we know that audiences connect with stories and consistent messaging rather than a single post, image, or video. With our #13NightsOfPumpkinSpice campaign, we were able to establish new levels of engagement by reinforcing the same themes and stories in a cohesive campaign.


Why Understanding Lead Generation is Vital to SuccessDid you know that content marketing costs 62% less than traditional marketing while generating about 3 times as many leads?

At KWSM, our team works as an extension of your team to carefully craft fully developed digital content that will keep your fans engaged. 

CONTACT US to request a FREE 30-minute social media audit.


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