Brother sewing machines

What’s the campaign about?

Brother Sewing Machines needed an ongoing social media campaign to boost brand awareness and grow an engaged community.

Brother’s products are designed to power their customers’ creativity, so the social strategy focused on the impressive and inspirational things made with Brother machines. A consistent posting schedule and regular conversations with followers led the Facebook and Instagram accounts to become a hub for crafters: full of project ideas and tips from the community and the brand itself.

The client also wanted to develop a presence on LinkedIn to support employer branding and relationships with retailers. This account took a different route to the B2C channels, prioritising product and company announcements, and news from the industry.

Channels

Instagram
Facebook
LinkedIn

Creative

Instagram

View post on Instagram

Screenshot of an instagram post showing an embroidery machine stitching a skull design onto black fabric. The skull is formed by several types of flowers in red, white, cornflower blue and yellow.

View post on Instagram

Screenshot of an instagram post from Brother Sewing Craft, showing a young cat playing with the presser foot lever on a Brother sewing machine.

View post on Instagram

Screenshot of an Instagram post from Brother Sewing Craft, featuring a smiling young white woman holding up a large sewing machine. She is stood in front of a sandstone chateau.

View post on Instagram

Facebook

View post on Facebook

View post on Facebook

View post on Facebook

View post on LinkedIn

View post on LinkedIn

View post on LinkedIn

Outcomes

Over 1 million unique users reached on Facebook in 2022
Average reach per post for organic Facebook posts 3.51% higher in 2022 than 2021
64.98% increase in Instagram followers
Engagement rate for LinkedIn in 2022 was 5.91%

What’s the campaign about?

Channels

Creative

Instagram

Facebook

LinkedIn

Outcomes

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