Ignite Grilling Social Media Graphic Series
We’ve worked with Ignite Grilling since its inception, helping the company establish a voice on Facebook and Instagram (and build audiences from the ground up) by serving up aspirational barbecue images that make mouths water. We've also helped curate micro-influencers who highlight Ignite products in cooking competitions and in their own social media content.
The Challenge
Ignite Grilling makes quality barbecue accessories. Like any new brand, they wanted to get their products in retail stores. Although their accessories are available online, most purchases of this kind are made in-store, where one can physically touch the product to prove its value.
Ignite came to us to create their social channels and build brand awareness, which would help them make a compelling business case that their products could compete with companies like Char-Broil and Weber. Specifically, Ignite wanted us to:
Develop an attractive brand voice
Grow their social audiences
Turn engaged users into brand advocates
The Solution
We tackled Ignite’s three goals by focusing on their tagline: Life is best spent outdoors. Instead of highlighting only their products, we chose to make their social presence about the celebration of outdoor, over-the-fire cooking. Rather than trying to sell products, we wanted Ignite Grilling to celebrate the lifestyle of folks who grill on a regular basis. Using user-generated content, we were able to attract a large following in just a few months. Additionally, because our content was not promotional, Ignite’s audience felt confident engaging with the posts, including asking questions about how to prepare cuts of meat and sharing enthusiasm for particular dishes.
Ultimately, this led to relationships with a number of micro-influencers who were eager to try out Ignite Grilling accessories. We exchanged products for the promise of real-world feedback and a few photos of the tools in action. These influencers are now brand advocates, and Ignite has even helped sponsor one aspiring restaurateur’s grilling competition! (And, if you’re in the market, the products are available for purchase in Tractor Supply stores across the country.)
