Here at The Content Division, our bodies are made up of about 70 per cent cheese. So it’s a natural fit for us to work with Barambah Organics, creating some top tier social content to help elevate their brand and generate serious awareness.
Since 2002, Barambah Organics have been ‘organically’ – see what we did there – building their catalogue of minimally processed dairy products. From milk to cream, cheese and yoghurt, Barambah have become industry leaders in ethical farming, and have the awards cabinet to prove it.
The challenge
Barambah Organics approached The Content Division in 2022, seeking assistance in getting their brands and products in front of a broader audience. Their list of stockists was gradually increasing, and their core product range was well known within the organic and health-conscious foodie community, but to continue their growth trajectory, they needed to reach more people – and fast.
Our approach
We knew that highly engaging social content was the best way to authentically reach and connect with new audiences and prospective customers. So, we took control of Barambah Organics’ social media accounts, and the end-to-end production of their social content. What does that look like?
We ideate consistent social posts covering Barambah’s three core content pillars: Farm Life (where we tapped into the sustainability narrative), Family (where we focussed on the customer and their story), and Product Fun (where we showcased their tasty products IRL).
Once concepts are signed off by the client, we go about bringing them to life. This often involves a dedicated shoot day where we produce anything from high quality product imagery to storytelling interviews with farmers; lifestyle shoots with products out on the farm; and recipe videos. We also produce educational graphics, and your everyday UGC-style #foodporn.
Having serviced Barambah Organics’ social channels for two years, understanding what works for their audience has become second-nature to us. We know the content formats that will pop off – and we understand their love for the cream left floating atop their freshly opened milk containers.
The results
Over the past two years, the growth across Barambah Organics’ social media accounts has been overwhelmingly positive. And this is no one-hit wonder – we helped the team get there with a strategically considered approach that gave them consistent monthly gains.
In that time, Barambah Organics’ social reach has increased 69 per cent. And over the past six months, Barambah Organics’ content has been seen by on average 1.4 million Australians per month – significantly delivering on our challenge to put Barambah’s product in front of new audiences.
Crucially, we didn’t just reach new audiences – we had them engaging with our content as well.
From the time our team took over the reins in December 2022, through to December 2024, engagement across Facebook and Instagram has increased by 99 per cent.
Video views, reactions, comments and shares have all experienced serious uplift, as have saves, telling us that Barambah Organics is entering the consideration set for more and more health-conscious Aussies when they’re standing in the milk aisle at the supermarket. We’ve also grown Barambah Organics’ social following by a healthy 40 per cent.
With a growing community of dairy devotees, it’s safe to say Barambah Organics’ social presence is now well and truly cultured – and we have no plans to churn things down anytime soon.
