Social Media success for retail

Between 2016 and 2025, I worked for Underwood Meats company. They are a wholesale meat company based in Rotherham, with production in Chesterfield and Godalming.

When I started, they had three shops. This grew to nine with an online shop. When they launched their Doncaster shop, I had been working with them for 2 months. I don't think they understood the value of social (they had about 50 Facebook followers) until they had the most successful shop opening they had ever had. I used a fully organic approach to achieve this.

Why is my organic so good?

I know this audience. I used the data available to me to understand what they liked, who they were and how they shopped. This allowed me to create posts that speak directly to the audience. I am not using dodgy marketing techniques favoured by their competitors to drive traffic to the site. I have built a community and one that is engaged. This was hugely important for the business when COVID-19 hit.

I consistently grew this account to over 18K engaged users, and 800 on Instagram.

Covid saw them launch the online shop. E-commerce in this space is highly competitive. However, with a consistent approach, they saw month-on-month growth.

Let's talk about paid

Covid changed the way the business did things. They had an amazing community on the page, which I grew organically. They knew they could deliver meat to people's homes, so I used the audience to reach those similar to increase the customer base.

These engagement figures are an example of what is regularly achieved for this client.

Why hire a copywriter to do social?

Great photography is key, but if you don't have the words and substance to back it up, it just won't work. My headlines outperform those that are provided by AI and Meta. My posts are talking to the customer directly. They are made to feel a connection, not just being bombarded by another sales pitch.

I have been doing this since Power Editor (if you know, you know). I understand what you can achieve for your budget, how to analyse the data and how to get you those results.

Check out my testimonials.