Gonnella Baking Company

SOCIAL VISIBILITY FOR A BRAND ROOTED IN TRADITION

The Client

Since its humble beginnings on Chicago’s De Koven street in 1886, the Gonnella Baking Company has established itself as a staple in Chicago’s food landscape. For over 130 years, the bread manufacturer has maintained an unwavering commitment to quality, using premiere ingredients, innovative techniques, and tried-and-true recipes passed down from generation to generation in the Gonnella family.

The Opportunity

Gonnella’s rich tradition of refined recipes and state-of-the-art technology built a recognizable enterprise brand with a strong presence delivering frozen dough in the food services industry. However with the fresh baked category available to consumers at local grocery chains, Gonnella wanted to ensure it connected with a younger generation of shoppers. In order to stay competitive, Gonnella understood how important an online community would be and Mabbly knew how to build it.

The Outcome

Mabbly created a best-in-class social experience for Gonnella on Facebook and Instagram. With over eighty thousand actions taken on Gonnella’s social channels thus far, Mabbly’s strategy established a strong community of bread enthusiasts and reinforced its position in the retail space. With over a million campaign impressions, Gonnella gained ample brand-awareness through their social presence and visual identity. And with a follower growth of 72% year-over-year, content posted by the bread manufacturer not only attracted consumers, but also retained them while building brand loyalty.

The Content

Understanding that content is king on social platforms, Mabbly’s Production Studio creates a bundle of monthly photo and video content for Gonnella, on par with best-in-class visuals in the food industry. The production process is set in motion with the development of a mood board and shot list, followed by conducting research into social trends and compiling a content calendar. Mabbly sources, curates, styles, drafts, schedules and last but not least, posts each piece of content, ensuring it conveys the right message.

74
%
Decrease in Campaign Cost Per Result
250
k
Social Engagements
77
%
Increase in Campaign Result Rate
2.5
m
Paid Campaign Impressions
72
%
Growth in Followers Year-Over-Year
3,000
Visual assets created

The Results

Since the start of our partnership in 2016, Gonnella has seen a 72% year-over-year growth in Facebook page followers and page likes– a result of organic and paid content. Moreover, campaign cost per result has decreased by 74%, while the result rate per campaign has increased by 77%, demonstrating strong engagement and growing success with paid campaigns. With constant monitoring and optimization, Mabbly is able to refine the strategic direction, as proven in the second half of 2018. In just six months, Mabbly doubled the engagement rate on Facebook while posting less frequently, drove more website visits via Instagram, and gained an additional 3K followers.