[JUDGING] Maxol Group
Section: Instagram Brand
Organisation Name: Maxol Group
Instagram Questions
Name Of Brandclient
Maxol Group
Personpeople Who Leads This Account
Havas Dublin / Maxol
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/themaxolgroup/
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Instastrategy - Why Is Instagram For You
Instagram is a very important channel for The Maxol Group and has been for a numbers of years. Instagram allows Maxol to speak and nurture their community in a more meaningful and engaging way than other traditional comms channels. Maxol focuses across core content pillars such as CSR, Sub Brand, Retail & Value along with Seasonal / Reactive style content.
We have also developed a more ‘social’ tone of voice for our Instagram presence, this allows our content to be more engaging but also encourage a more x2 way conversation with our audience & community than cannot be done across other traditional channels.
Style of content is a ‘social first’ & native style. The video’s we share are short & often a lo-fi unpolished style that resonates with latest trends and audiences preferences. Most recently we have produced several social first content series focusing on Chicken Fillet Roll with influencer Eamon John along with Maxol’s Homegrown programme whereby we treated the Homegrown winners as the influencers. Style of content has included in store voxpops with customers, POV over the counter deli content and more TikTok style games with the Homegrown winner such as ‘Passing The Phone’, In Store reveals and Behind The Scenes. Success has been strong for Maxol in the past 12 months with growth in core areas of reach, impressions, engagement & followers.
How Can You Measure Impact To The Bizorg
Measurement of all our social media activity underpins everything Maxol does across digital & social. We employ the mantra that ‘if its not measurable than its not doable’ and this has resulted in driving brilliant growth for Maxol across social media but in-particular Instagram. Customers are more engaged, aware & more willing to contact Maxol on Instagram more than ever and has been a huge shift than previous periods. All campaigns are now underpinned by a core social media element & specifically on Instagram where we often see the best performance. In year on year performance metrics, we have seen the following successful growth:
Views: 17.4M Views (100% increase YOY)
Reach: 2.2M (14.3%)
Engagements: 26.7K (200+% increase YOY)
Followers: 6,110 (40% increase YOY)
Page Visits: 16.2k (110.1%)
Separately and in most cases more difficult to measure but sentiment has been increasingly positive across Instagram since the introduction of new style of content, more reactive approach and volumes of engagement.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Chicken Fillet Roll - https://www.instagram.com/p/DYSJ4wloCCe/
We wanted to shine a light on our delicious deli & chicken fillet roll offering. The country loves chicken fillet rolls and so do we but they seldomly get the love they deserve.
To fix this, we asked the customers of Maxol and our social following what they love most about chicken fillet rolls.
We had fun with this in a social first way with hero video being that of instore voxpops with influencer Eamon John and hilarious Maxol customers. Humorous, social first and generating conversations with owned audiences across Meta & TikTok.
Our audience spoke loud and clear with delivery beyond estimated reach & awareness.
Impressions: 1.6M
Reach: 256k
Reactions: 623
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Homegrown - https://www.instagram.com/p/DbVbOhGMRa0/
The goal of our Homegrown at Maxol 2026 campaign was to bring our winners closer to our audience. That’s why we put them front and centre of our campaign. We focused on telling their individual journeys to drive familiarity and connection with our audience, as well as trial of their products instore. We leveraged a variation of assets in a social-first approach, including innovative video & performance style assets that helped amplify the Homegrown programme across multiple placements via paid always on activity and tactical organic social media content planning. This approach ultimately drove broad awareness, but also action, including website visits, and crucially instore visits to trial each winners products. One of the standout videos in particular was that of winner WONDR on Ireland AM. This video amongst the other videos we used we edited specifically for a social first environment including selected hook for first 3” and captions throughout to increase retention. All organic results which was great to see:
Views: 13,083
Engagements: 344
Shares: 37
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Round of a PAWs - https://www.instagram.com/p/DXzWxyhiNyS/
The PAWsome campaign was to drive awareness of Maxol’s CSR activity with charities Guide Dogs Ireland and NI Guide Dogs. This video was to announce the impressive milestone achieved. This video example used simple short and light animation with playful track. Core messaging highlighting both charities admirable work for such an important charity and acknowledging all the funds raised to the total of €315,000 enough to raise x3 more life changing pups.
Views: 540,500
Likes / Reactions: 82
Overall Funds raised: €315,000