Jane Plan

Increasing brand engagement organically 

Jane Plan delivers delicious and healthy calorie and portion-controlled meals developed by nutrition and weight loss expert Jane Michell, alongside professional support to help people achieve their weight-loss goals.

Despite its huge popularity, Jane Plan was identifying very low engagement with its social media, particularly on Facebook, which should have been one of the best performing platforms for the brand. Of the engagement that was coming through, much was unrepresentative ‘trolling’ that detracted from the company’s overall brand values.

Using only organic social media posts, with no paid-for advertising, Air Social more than doubled the amount of engagement on Facebook, while also improving its quality, and increased followers on Instagram from just over 3,000 to over 10k!

How we did it

Air Social undertook a careful analysis of Jane Plan’s social media insights and came up with an entirely organic social media strategy that not only significantly increased the brand’s following and engagement rate but encouraged more positive and reaffirming comments and conversations.

We developed a friendly and often humorous but knowledgeable and informative tone of voice and our strategy centred around posts focusing on the plan’s positive case studies, questions to generate conversations among Jane Planners within the comment feed and monthly competitions, which consistently perform well.

Through lockdown, we recognised the importance of Jane Plan’s services and altered our social strategy to promote the meals plans accordingly i.e. the ease of having a cupboard stocked with a months’ worth of food.

Our positive, upbeat, topical and light-hearted content during gloomy lockdowns resulted in a 138% increase in engagement throughout 2020, a 100% increase in page likes and 110% increase in page views – all without the need for advertising spend.

Want to up your social media game by increasing engagement with your followers organically? Get in touch using the form below.