Challenge

Growing a community of potato lovers from scratch

Whilst an iconic brand, Golden Kings had no presence on Instagram or TikTok, two mainstays of today’s food-loving social media scroller.

Our mission was to build a community of potato enthusiasts and encourage them to have kitchen adventures with Golden Kings potatoes (the newest and best all rounder potato).

Vision

Peeling back what makes good content

What compels people to follow, share and engage with brands on TikTok and Instagram? Excitement and inspiration.

This meant a native, social-first approach focused on relatable potato content, backed by an advertising strategy to increase the amount of eyes on our content.

No half-baked ideas allowed!

Craft

Creating content, building brand partnerships and clearing the path to purchase

Our social media content experts created a collection of eye-catching, highly-consumable, ready-to-go recipe content.

We also built partnerships with some strategically-selected foodie influencers, such as @chloeandleox. Alongside a paid partnership with Chloe, she shared numerous organic posts featuring Golden Kings.

Paid social underpinned our organic endeavours. We launched TikTok Community Interaction and Instagram Profile Visit campaigns to position Golden Kings in front of legions of potato fans, driving engagement and followers.

We targeted both foodies and people who shopped at Golden Kings’ stockists (such as ASDA). This smoothed the path to purchase by highlighting where people could pick up their spuds.

Deliver

An active, engaged community and a viral video

In just under two years, on TikTok we achieved…

Views – 3.68M (including 1 viral video at 522k)
Engagements – 53.2k
Followers – 13.1k (0 at the start of 2024)

Over on Instagram, so far we’ve seen…

Views (paid and organic) – 5.64M
Engagements (paid and organic) – 113.7k
Followers – 4.4k (0 at the start of 2024)

S-mashed it, wouldn’t you agree?

“Extreme has played a pivotal role in establishing Golden Kings as a must-try brand, helping us to reach retailers, influencers and consumers alike. The team's constant creativity, attention to detail and content creation have shaped the Golden Kings social channels into a series of playful, powerful brand spaces that shoppers not only enjoy and love to engage with, but one they also look to for inspiration.”
Katy P Brand and Marketing Manager, Golden Kings