Doughlicious Case Study
The Brief
The Brief
Doughlicious, a UK-based brand redefining indulgent treats, appointed We Are SNS for a 4-month campaign to manage their Instagram and TikTok presence over the festive season. With a mission to “bring dough back, bigger and better than ever,” Doughlicious creates mouth-watering gluten-free dough products with no added refined flour or sugar.
The campaign focused on two key product ranges: Ready-to-Bake Cookie Dough and Cookie Dough & Gelato Bites, each available in multiple flavours. SNS was tasked with creating a short-term social strategy, providing creative direction, trend research, competitor-analysis, and in-house content creation to drive awareness and engagement.
What We Did
Social
Content
TikTok
The Approach
We implemented a multi-faceted social media strategy to amplify Doughlicious’ festive presence. Over the 4 months, SNS averaged 16 posts per month across Instagram and TikTok, supported by additional editing from Doughlicious’ in-house team.
We produced around 10 in-house content pieces monthly, combining studio photography with lifestyle imagery and video and street interviews to showcase the brand’s approachable, fun personality. We also captured in-store content as Doughlicious products launched across UK retailers. Content was designed to highlight the indulgent yet guilt-free qualities of Doughlicious’ dough treats, while aligning with seasonal trends and consumer interests.
The Results
Throughout the campaign, we posted just over 65 pieces across Instagram and TikTok and produced approximately 40 in-house content pieces. The campaign reached around 400,000 impressions and generated roughly 4,000 engagements. The combination of authentic influencer-style content, lifestyle imagery, and in-store coverage successfully elevated Doughlicious’ social presence during the key festive period, driving both brand awareness and online conversations.
The strategy allowed the brand to connect with its target audience in a fun, relatable way, positioning Doughlicious as a must-try festive treat. Hungry for more? Explore our full gallery of crave-worthy food and drink content.
