From Factory to Community: Social media strategy for kitchen appliances
A legacy in kitchen appliances
Meireles is a family-owned industrial company founded in 1931. It designs and manufactures domestic and professional kitchen appliances, focused on durability, functionality, and accessible pricing.
With a leading position in the Portuguese market, Meireles also exports to international markets across Europe, Africa, and beyond.
Increasing brand awareness in a crowded market while maintaining a consistent voice across multiple platforms, ensuring that Meireles stands out from competitors, connects directly with end users, and reinforces trust and credibility across both domestic and professional audiences.
Brand’s Messaging
Align messaging with the brand’s purpose, positioning, and business goals.
Reliability
Position Meireles as a reliable and approachable choice for both domestic and professional users.
Audience Growth
Build steady audience growth, achieving a 20% year-on-year increase in followers across Instagram, Facebook, and LinkedIn.
Strategic planning for brand presence and customer connection
Meireles’ social media presence was developed based on an integrated strategy, focused on communication consistency, content relevance, and alignment with business goals.
Initially, we conducted a detailed analysis of the brand’s main direct and indirect competitors. This assessment identified opportunities for differentiation, industry best practices, and communication gaps, ensuring a strategic and competitive presence.
On Instagram and Facebook, the content strategy was structured around clearly defined pillars, ensuring variety, consistency, and value for the audience
Informative Content
Answering commonly asked questions, clarifying product use, and reinforcing consumer trust.
Brand Events
Showcasing participation in international trade fairs, cooking workshops, and other relevant events, promoting proximity to the audience and reinforcing credibility and authority within the sector.
Brand News
Sharing product launches, brand anniversaries, and other relevant milestones, keeping the community informed and engaged with the brand’s evolution.
Product-focused Content
Highlighting real-use contexts, adapted to seasonal and behavioural trends.
Relevant Observances
Aligning posts with calendar events for timeliness and engagement.
LinkedIn presented a more professional and measured presence. The platform communication balanced brand news and events with thought leadership and corporate credibility to engage a business-oriented audience.
Hashtag selection was carried out strategically, combining branded, product-related, and contextual hashtags to enhance organic reach, increase content discoverability, and strengthen the brand’s presence within relevant digital communities. In parallel, the brand consistently collaborated with influencers who primarily showcased the products in their daily routines. This approach helped strengthen social proof, increase brand credibility, and reach new audiences in an organic and authentic way.
Monthly social media planning always took into account three key factors
The influencers’ content calendar
The relevance of content topics for the specific month
The alignment of all content with the brand’s purpose and positioning
Once the planning phase was complete, the design team developed the visual assets. This was followed by client validation, including any necessary revisions, and subsequent scheduling of the content across platforms.
A monthly performance report was delivered, including analysis of key metrics and actionable insights, many of which were already applied to the following month’s planning. Nevertheless, the strategy remained flexible, with adaptations and improvements implemented whenever data, context, or new opportunities made them relevant.
Measurable results
The goal of a 20% year-on-year increase in followers across Instagram, Facebook, and LinkedIn was met over the course of the 3-year partnership. While growth varied by platform and year, stronger performance in some periods balanced others. During this time, both social media usage and platform algorithms evolved. Results were sustained by continuously adjusting the strategy, informed by real-time analysis of trends and user behaviour.
Follower growth
Overall Instagram follower base increased by 15,46%. LinkedIn led with a 14,38% rise, reinforcing professional visibility.
Content visibility
LinkedIn impressions surged by 75,48%, indicating greater content distribution and algorithmic performance.
Community engagement
LinkedIn interactions grew 193,40%, demonstrating improved content relevance and audience engagement.
5.0
I chose Phi Creative. From several proposals and approaches, I chose Phi Creative as our partner for communication and social media management
They combine a rigorous organization in their work methodology with a passion for the art of communicating, making it a recipe for success. With a constant concern for the customer, focus on their goals, complementing this with fast and timely deliveries. And in practically 1 year of collaboration, I feel the confidence of being in good hands.