Turning curds into clicks for The Cornish Cheese Co: TikTok case study

Cheese legends from the South West, The Cornish Cheese Co needs no introduction to anyone in the food and drink world. They are dairy farmers who make a difference and the team at The Cornish Cheese Co are dedicated to bringing delicious cheeses right to their customers’ doorstep. Their story begins nestled on Bodmin Moor in 2001, as the owners, Phillip and Carol Stansfield, had the challenge of turning a dairy farm into a global success story.  Their journey began with the creation of Cornish Blue, crafted to fill a market gap – Phillip and Carol noticed that there was no blue cheese being made in Cornwall and so took it on themselves to take on this challenge. Phillip enrolled on a cheesemaking course at Cheshire College of Agriculture, turned a former bottling plant at the end of the milking parlour into a cheese production facility and thus Cornish Blue was born.

From their modest start to winning World Champion Cheese in 2010, they’ve expanded to include innovative offerings like Cornish Nanny goat cheese and creamy Bries as well as a brand new range of Camembert. Sustainability and quality sit at their core, with cutting-edge production facilities ensuring every cheese tells a story and is uniquely delicious in The Cornish Cheese Co way.

Now, their offering has grown and they’re setting their sights on cheesy takeover. But how can they do that from their farm in Cornwall? That’s where Tiktok marketers KW Marketing UK stepped in – to get them cheddar results!

The challenge

Having done a rebrand in 2021, The Cornish Cheese Co were in an excellent position to revitalise their digital marketing strategy. There was an obvious motivation to stand out against competitors and entice customers, but there was also a need to showcase their artisan cheese-making processes, engage with customers, and highlight sustainability initiatives.

It was obvious to the team at KW Marketing that there was a fantastic opportunity for The Cornish Cheese Co in the social media space. They had a solid social media presence on Instagram – but it could be optimised and enhanced further, as well as including some new social media platforms, such as TikTok. By driving organic customers to the top of the funnel for The Cornish Cheese Co, KW Marketing were certain that the heightened awareness and eyes on the brand would deliver in sales down the line.

The solution

TikTok marketers, KW Marketing UK stepped in with a robust TikTok marketing strategy. This strategy meant that The Cornish Cheese Co could reach a younger, tech-savvy audience as well as build brand awareness through creative, engaging content. TikTok is ideal for The Cornish Cheese Co to showcase their artisan cheese-making process, sustainability initiatives, and unique product offerings in visually appealing ways that can resonate with potential customers worldwide. By leveraging trends, hashtags, and storytelling, they can foster community, boost engagement, and drive sales, aligning with modern consumer behaviors and digital-first marketing trends.

So KW Marketing UK worked their social media agency marketing magic. With a team of social media gurus, KW Marketing knew that they could make a huge impact on The Cornish Cheese Co’s TikTok presence. By bringing the brand to life in a fun and imaginative way, KW Marketing were sure that they had ‘grate’ engagement with sharp content that cut through the noise.

The impact

The results speak for themselves: on just one TikTok, The Cornish Cheese Co enjoyed the following engagement:

Results:

  • Views: 294,544
  • Total Play Time: 523 hours, 7 minutes, 21 seconds
  • Engagement: 328 likes, 7 comments, 50 saves, 10 shares
  • New Followers: 66
  • Traffic Source: 99.9% from the “For You” page

And that’s just one video! The impressive reach of this video demonstrates the power of TikTok’s algorithm, especially with a focus on authentic, relatable content. The high engagement metrics like saves and shares indicate that viewers found the content valuable and went to view other videos on The Cornish Cheese Co’s. page. The campaign’s success highlights the importance of creating trend-aligned, visually appealing content that connects with TikTok’s audience and this approach not only boosts awareness but also drives meaningful interaction, making TikTok a key component of the The Cornish Cheese Co’s digital strategy.

Not only this, but the team at KW Marketing UK grew The Cornish Cheese Co’s following from 100 followers to over 1.5k followers! This growth in awareness and engagement of the Cornish Cheese Co brand has led to an epic audience that is engaged and at the top of the funnel.

“Working with the team is fantastic! They are so engaged and passionate about the produce they are creating the content for, which gives us huge amounts of trust in their work. Alongside the huge energy they bring, they are still very professional and everything is mapped into a strategy and recorded, to enable us to look back through and see what works and doesn’t. A great company to work with and amazing at what they do!”

Ben Stansfield, Head Of Marketing & Sales, The Cornish Cheese Co

Do you want to get brie-lliant results with your digital marketing? Our team of hand-picked social media marketing experts are here to help. From social media consultancy through to delivery, we will help you to achieve your revenue goals. Get started with KW Marketing today – check out all the ways that we can help you or jump on a call with our Founder, Kate to find out more about us here.