Client:

Secret Island: Social Content

Industry:

Service:

Demystifying Farmed Salmon

Farmed salmon is often misjudged and misunderstood – particularly on the internet – as a result of false information, outdated studies, and baseless rumors. Working to further its mission to develop a sustainable way of feeding the world’s growing population, Secret Island enlisted the help of Pulp+Wire to educate audiences about the realities of farmed salmon and the company’s processes to ensure minimal environmental impact, also showcasing that at the end of the day – it’s a delicious fish.

Deliverables

  • Social Media Strategy
  • Content Photography
  • Organic Social Media Content
  • Social Giveaways
  • Blog Post Development
  • Email Marketing
  • Paid Media Creative

It May Be Secret Island, But Our Salmon Have Nothing to Hide

Once aligning on the strategic approach for Secret Island’s digital presence, Pulp+Wire embarked on a multi-tactic endeavor that worked to communicate key components of the brand’s messaging, including: sharing the brand story, providing education about aquaculture and nutrition, and demonstrating appetite appeal to showcase the flavor and versatility of Secret Island products.

As we worked to bring the brand to life across digital platforms, we established an order of operations for sharing specific messages: going deep in long-form detail through blog posts, pulling out key nuggets of information to share through social content and email, and amplifying the most important points as part of our paid media approach.

The Brand’s Story:
To highlight who Secret Island is as a brand, we spotlight the facilities, processes, local region, and background of how it got to where it is today.

Secret Island Products:
Differentiating Secret Island products from other farmed salmon brands is a key component of how we demonstrate superiority in production and quality.

Making Mouths Water:
Beyond educating audiences about what makes Secret Island salmon different, highlighting flavor cues, serving suggestions, and introducing new ways to enjoy (salmon bacon!) have been a cornerstone of our content.

“I cannot speak highly enough about the team at Pulp+Wire. They are immensely talented and have been instrumental in the branding and digital marketing of our growing business. They are invested in our success and true partners which is an invaluable, and uncommon, attribute in an agency.”

– Daniel del Coro, Head of U.S. Business Development

To bolster search rankings and improve site SEO, we developed detailed blog posts to explore topics that are important to the brand’s purpose and mission.

We crafted emails to promote blog topics among our subscriber base, also incorporating opportunities to share recipes, offers, and social media cross-promotion to make our efforts work harder among those who have chosen to be a part of our community.

Growing Our Community Through Strategic Partnerships


To drive awareness among consumers outside of our immediate audience, we established partnerships among other like-minded brands and organizations. These partnerships ultimately netted a 450% growth in total email subscribers as a result of submission of first-party data as an entry mechanism to win high-ticket items as prizes.

More Than Just the Average Fish


Across all of content, our goal is to inspire audiences to think of salmon differently. Whether that’s by teaching them something new about salmon farming, giving them new ways to enjoy salmon, or introducing them to concepts related to sustainability and aquaculture that they had not considered.

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