The DON social media channels had primarily focused on fun bacon memes and meat lover content. Mango was tasked with shifting this content to focus more on the product, targeting mums and foodies, while keeping the DON cheekiness


Mango revised the channel strategy by heroing the product and utilising the DON character’s iconic tone of voice to create engaging and educational content

This strategy was guided by insights into audience drivers and participation on relevant channels, combined with key business objectives

Mango worked closely with DON to develop a robust content strategy which split into 5 content pillars to allow us to balance messaging and keep content fresh

The strategy was brought to life through the conversation calendar development, content production and day-to-day page management

The content included design templates, ongoing social content copy & image production, photography, Facebook application development, blogger content partnerships and ongoing competition management


The positive impact of the strategy refresh was seen immediately with the following results achieved in the first three months:

  • 122% increase in Facebook fans
  • 2 million+ content reach
  • 13,000 interactions
  • 66 user generated recipe submissions
  • 400 competition entries
  • 924 pins, showcasing recipes, humour, brand personality and products

A strategy video was also produced and shared internally to engage all DON business units in the social media activity