Eleplant is revolutionizing butter on social media
In the fall of 2023, food manufacturer Bunge launched a unique product: Eleplant Kasvivoimaa, a 100% plant-based "butter" that, for the first time, offers all the great qualities of traditional butter in a plant-based form. Not only does it have a buttery taste, but its texture and usability are identical to real butter. Perfect for cooking, baking fluffy pastries, or simply spreading on bread. But how was this product—completely unknown at first—transformed into one of Finland’s most talked-about food innovations, creating a buzz on social media?
Social media channel and content strategy
Social media content creation
Influencer marketing
Paid advertising
The right strategy is at the heart of effective social media
First, Eleplant needed a social media channel and content strategy to bring its marketing concept to life in Finland, accelerate its launch, and build a long-term, cost-effective brand presence beyond just campaigns.
In collaboration with the client, we defined Eleplant’s core themes and created creative content concepts to position the brand as exciting and inspiring—both for everyday consumers and professionals in the food industry. Eleplant wanted to do things its own way and challenge the traditional butter category.
The content had to embody Eleplant’s unique voice and visual identity. Once we had identified the target audiences and selected the most suitable channels, we refined the tone of voice and visual pillars of the brand.
After the launch phase, we continued producing monthly content in close collaboration with the client. This included:
Maintaining a social media content calendar
Planning creative content
Managing and optimizing paid social media advertising
Organizing photo and video shoots
Producing engaging copy
To steer the brand in the right direction on social media, we set specific goals and metrics for each channel and paid advertising effort, which we continuously track and analyze.
Social media & influencers played a key role in the launch
A staggering 83% of Finns regularly use social media and follow at least one influencer. Influencers play a huge role in shaping purchasing decisions and building brand trust.
During Eleplant’s launch phase, influencer collaborations were used to:
Increase product awareness among relevant audiences
Encourage consumers to try the product with delicious recipe ideas
We also aimed to reach early adopters in the food industry, generating excitement among foodie circles. The campaign focused on Eleplant’s rich flavor and exceptional usability. Influencers were enlisted to share their experiences, recipes, and traditional butter-related taste memories—highlighting the joy of good food and inspiring their followers to try Eleplant.
Results
better performance than average
The influencer marketing campaign outperformed the industry average by 55% in effectiveness.
engament rate
Compared to the 1–5% average engagement rate, Eleplant’s Instagram content significantly outperformed expectations.
impressions in a year
Paid ads across Instagram, Facebook, TikTok, and Pinterest generated over 31.1 million impressions in a year.
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Mari Männistö
Head of Growth