W&P

Challenge

W&P has been in business for nearly 10 years selling kitchen goods that help eliminate waste. In 2021, we started to see a decline in numbers on social media, and decided to take a deeper look into why.

2. 1. Reach Out

Sent out a survey to current customers and employees to give feedback on the W&P Instagram feed

Gather Insights

There was one piece of feedback that was resounding: W&P’s imagery was too cold and sterile

3.

Look for ways to infuse warmth

We aligned on several ideas to make images warmer, these included:

- Incorporate “Smiley Objects”

-Include people

- Emphasize seasonality

- Highlight partners in propping

4.

Test and Translate

-We tested these ideas in several photo and video shoots

- We looked at other channels to determine how to translate these themes

(ie: Are there graphic representations of “ Smiley Objects” to be used in ads?)

Results

We increased our engagement on Instagram, forged relationships with higher-ranking influencers, and saw an increase in the sales after the imagery refresh.