Empower Agency

Launching Ladybird’s Instagram account

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About Ladybird

Ladybird is a London-based publishing company within the Penguin Group. Ladybird publishes stories to help little ones learn, play and grow. From first-reads to fairy-tales, Ladybird makes growing up the best story ever.

The Challenge

Ladybird wanted to launch an Instagram account to highlight their new and refreshed Ladybird range for 0-7 year olds: beautiful, highly illustrated non-fiction; classic stories made contemporary; plus a selection of fun novelty titles for little ones, from touchy-feely baby books to slider or flap books that help young children discover the world around them.

The Approach

Empower’s approach was threefold:

  1. Launch and community building: Empower created and executed a launch and community building strategy for Ladybird, introducing the channel with regular feed posts, stories and paid content over a 2-month period, testing and adapting along the way.

  2. Photo shoot to create new images: Empower helped to organise a creative shoot featuring children across different age ranges, creating a comprehensive content library showcasing the latest titles in the Ladybird collection.

  3. Recommendations for the future

Ladybird briefed Empower to adopt a Test and Learn mindset for this project. Empower identified several areas to give Ladybird more insight on, including post frequency, formats, hashtags and advertising recommendations for the future.

The Results

  • Empower launched Ladybird’s Instagram channel across a 2-month period.

  • The channel had gained 568 followers by the end of this period.

  • Empower trialled various forms of feed content including single images, grids and videos, as well as different hashtags, posting times and frequencies. We put forward our recommendations to help Ladybird with future planning.

  • Empower implemented a successful paid campaign, targeting new audiences to deliver engagement and reach.

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