Measurable brand building

Yes! And Billie Green provides the proof. The brand aimed to firmly anchor its vegan products in people's minds. With a social-first setup combining organic and paid efforts, they are achieving measurable success: reach is growing, creatives are resonating, and the brand is gaining significant awareness and favorability. A Meta Brand Lift study and an additional Kantar survey confirm just how strongly social content can shift brand perception.

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ABC

Subtext

Social Lead Agency for Consumer Brands

Billie Green

Company

Instagram

The Situation

Billie Green stands for modern, plant-based meat alternatives. The primary need at the start of our collaboration: build brand awareness, strengthen recognition, and position Billie Green more clearly against competitors.

Since the products are not available online, the focus was on upper-funnel goals: reach, brand awareness, and favorability. The question: can these metrics not only be increased via social media, but also causally proven?

Implementation

The strategy relied on an interplay between organic and paid social. First, we tested 9 different content clusters to find out what really interests the community. In the next step, we were able to refine the content more effectively and achieve a 43% increase in monthly impressions. The main drivers of reach were recipe videos, seasonal themes, packaging reels, AI visuals, and humorous everyday moments.

Within a short time, this created a creative library that defines how Billie Green should look and sound in the feed. Organic top performers were extended through boosting, variants were tested, and creatives were continuously optimized.

The focus was on reach campaigns to build frequency and recognition. Through social listening, community signals were fed back into creative testing. This created a data loop that makes every asset better. The setup was tested with a Meta Brand Lift study and an additional Kantar survey to measure whether our social media strategy actually changes brand perception.

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https://mawave.b-cdn.net/pages/cases/Billie%20Green/20250528_Organic_BillieGreen_CC_Nur_noch_leere_Packungen_im_Kuehlschrank.mp4; https://mawave.b-cdn.net/pages/cases/Billie%20Green/20250728_Organic_BillieGreen_CC_3_vegan_sommerrezepte_v01.mp4; https://mawave.b-cdn.net/pages/cases/Billie%20Green/C1_BillieGreen_Story_MW_LinkAd_CC_Viral_Turkish_Pasta.mp4

Outcomes

Billie Green achieved significant increases in ad recall (+9.6%), brand awareness (+24%), and favorability (+18.6%) — well above industry and regional benchmarks.

Since the start of our collaboration, impressions have been rising significantly every month: +43% overall, +35% organically. Packaging assets are becoming more memorable, the core target group knows the brand much better today, and creative recognition is at a top-tier level.

This case shows: those who are bold, test, and scale in a data-driven way build brands. Billie Green demonstrates just how effective social media can truly be for awareness.

About Mawave

With over 8 years of experience in social media marketing and a data foundation from more than 200 million euros in ad spend, we don't just generate campaigns—we deliver measurable results.

Your Brand 🤝🏼 Social Media

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"An initial strategy draft provides direction – but it is only through comprehensive testing of different content formats that we see which content really works. When we then measure this performance accurately, for example via brand lift studies, it becomes clear just how much our campaigns are actually improving Billie Green's brand perception."