Growing online reach for Pure

Pure Dairy Free

| Social media strategy



Develop an organic and paid social media strategy to reach a health-focused foodie audience and drive awareness of the Pure Dairy Free range to help them become the #1 dairy free brand in consumer’s minds


What Pier did

Pier developed a hard-working strategy to fuel growth across the channels, create an engaged audience within the target consumer and drive traffic to the website



Over a 12-month period, we achieved:

  • 16% uplift in Instagram followers
  • 5 million paid reach, smashing our initial KPI by 200%
  • X 79 pieces of organic influencer content from 25 gifted influencers


Pier developed a hard-working strategy to fuel growth across the channels, utilised our network of influencers both through paid and organic streams and successfully drive trial of the versatile Pure Dairy Free range amongst followers.

Bolstered by a strategic advertising strategy, we created an engaged audience within our target consumer and sustained a positive community relationship through consistent community management and interaction with user-generated content.

We also elevated a digital marketing strategy to maximise performance of the website through a website redesign for a seamless consumer journey, new recipe development and engaging blog posts.


As part of our ongoing work for Kerry Dairy Consumer Foods, Pier created and delivered a comprehensive organic and paid social strategy for Pure Dairy Free to help deliver on the brief. It was a brilliant opportunity to deliver a robust social strategy that hooked onto key calendar hooks and sales occasions, work with creative influencers in both a paid and organic capacity and refresh the Pure website to help improve the consumer journey.

The overarching day-to-day management of the channels were uplifted by additional activity throughout the course of the year around key sales occasions and relevant consumer calendar events.

Hooking onto aligned calendar hooks such as Great British Bake off, have been a triumphant success for Pier and the brand. For the return of the much-loved British show, Pier rewarded the Pure audience with a high-value competition and solidified follower relations by sharing fan content, which generated an organic reach of over 600k.

Our carefully selected micro and mid-tier influencers helped deliver strong organic and paid results for the brand. Our Valentine’s Day gifting landed the brand x79 pieces of organic influencer content from 25 influencers and a reach of 224k.

To support the sales team with retailers, Pier also implemented a buyer awareness campaign on LinkedIn during Veganuary to put dairy free spreads in front of senior retailer buyers and influencers at major UK grocery retailers. As well as supporting the sales team with their retailer sell-ins to secure additional retailer listers, this also helped deliver on the brief to become the #1 dairy free brand in consumer’s minds.

Our work for Pure beyond social media included a website refresh project to improve the consumer journey while on site. Working with a dedicated food developer, we also created new recipes to be hosted on site and created blog posts around natural news occasions to draw traffic to the site.

If you need support with your social media strategy, get in touch with Pier.

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