Celebrating 20 Years of The Hummingbird Bakery with a Moonpig Partnership
What we did:
To mark The Hummingbird Bakery’s 20th anniversary alongside Moonpig’s 25th birthday, we managed an exciting social media competition designed to celebrate these milestones while boosting engagement and growing Moonpig’s social audience.
As part of the campaign, The Hummingbird Bakery sold exclusive duos of cupcakes paired with Moonpig plushies on their website — a perfect gift combo we promoted heavily across channels. To add extra value for fans, we offered an exclusive discount code for our newsletter subscribers, giving them a free Moonpig card with their purchase.
Our approach included:
Creating and executing a lively social competition campaign encouraging active participation, sharing and strong calls-to-action to maximise reach.
Developing a tailored social media content plan aligned with the competition, keeping followers engaged with vibrant, on-brand posts across all platforms.
Sending targeted newsletters featuring the exclusive discount code and product bundles to drive traffic and conversions.
The results:
The competition garnered 15,700 views, 1,300 likes and 1,600 comments, demonstrating strong interaction.
Audiences watched over 14 hours of competition-related content, showing deep engagement.
The campaign reached 48.5% non-followers, introducing The Hummingbird Bakery to new audiences and expanding brand visibility.
The competition helped gain 250+ new followers, growing the social community with engaged users.
Through strategic social content, an interactive competition and supportive newsletters, we successfully celebrated The Hummingbird Bakery’s 20 years with a dynamic campaign that resonated with both loyal fans and new audiences — driving meaningful growth and engagement.
The Campaign Content:
