In this story, discover how Vega grew brand awareness and loyalty as they transformed from startup to established business. Using Hootsuite to focus efforts on building a social media presence, Vega grew a social community of 20,000 loyal followers from scratch.

1. Increased
brand
awareness
Created a
community of
brand advocates
Boosted
positive brand
sentiment
SUCCESS STORY: VEGA
How Vega Uses Social Media to
Grow its Business
It all began with an idea. Former Ironman triathlete and two-time
Canadian Ultra Marathon Champion Brendan Brazier wanted to prove
that clean, plant-based nutrition could be had on the go, and without
compromise. Brazier brought this idea to Charles Chang’s Vancouver
basement and they started concocting recipes. Soon after, Vega was
founded. Vega’s hustle and entrepreneurial spirit launched the business
into exponential growth.
In this story, discover how Vega grew brand awareness and loyalty as
they transformed from startup to established business. Using Hootsuite
to focus efforts on building a social media presence, Vega grew a social
community of 20,000 loyal followers from scratch. This success on social
media was achieved by focusing on 3 main areas:
1. Elevate customer service to support brand loyalty
2. Grow an audience through education
3. Build a community of empowered consumers and brand advocates
SuccessStory:
VEGA
Increased
follower growth

2. SUCCESS STORY: VEGA
Building Loyalty with Social Customer Service
For Vega, faster and more efficient customer service equals happier,
loyal customers. Moving Vega’s customer service from phone and
email to social media meant reaching customers in real-time and
being present where they are. To answer product questions and
inquiries, Cristina Pagnucco, who manages Social Media and Online
PR, monitors Twitter search streams of brand-related conversations in
Hootsuite. Customer service on social media is a balance of monitoring,
answering questions and engaging further in one-on-one chats with
knowledgeable Vega Educators.
Using Education to Grow an Audience
Education is an essential ingredient to Vega’s marketing success. The
driving forces behind this initiative are Vega Educators, who share
product knowledge online, and the Thrive Forward program. This free,
online program combines personalized educational videos with health
plans and recipes to teach customers how to promote optimal health.
Through these initiatives, Vega’s content team has access to a wealth of
resources and educational materials, which they use as fuel for social
conversations. Cristina uses Hootsuite to organize and re-share the
content. She has set up Hootsuite streams to monitor Vega Educators’
profiles, popular brand-related hashtags and influential leaders in the
industry. In doing so, she can share popular content that encourages
conversation and drives follower growth.
“When we look at
growth strategy,
it comes down to
finding the best way
to inspire, educate
and engage people
who see clean
nutrition as a support
for healthy living”
Cristina Pagnucco,
Social Media and Online PR, Vega

3. SUCCESS STORY: VEGA
Empowering a Community of Brand Advocates
Vega’s social channels are community spaces that connect consumers
with educators and Vega’s brand advocates. These advocates are
influential bloggers, online media and health industry leaders who are
interested in reviewing Vega, trying new products or collaborating in a
creative way.
In many ways, Cristina Pagnucco is a community facilitator. For
example, a customer might share how Vega’s training materials
assisted in training for and winning a race. Sharing customer success
stories helps build a community of empowered customers. To ensure
that the communities are supported, Cristina relies on Hootsuite
streams to listen to, engage with and re-share customer stories.
Vega uses social media to support communities of consumers and
brand advocates alike. Through social media, Vega educates, inspires
and helps customers meet their personal health goals. In doing so,
they’ve attracted loyal and happy customers.
“We want to provide
the best customer
service and
experience possible
to our fans and
customers. Keeping
everything organized
with Hootsuite
makes building
loyalty and great
customer service
that is much easier
to manage”
Cristina Pagnucco,
Social Media and Online PR, Vega
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