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Thursday, March 25, 2021

Expose Media’s Digital Marketing Strategy for Global Phenomenon MenWithThePot

Meet social media stars Slawek Kalkraut and Krzyztof Szymanski, who are known in the digital world as ‘MenWithThePot’. These two Polish friends launched an account on Instagram to share the meals they were cooking up in the wilderness. Using big wooden chopping boards on top of logs and cast iron pots over the hot coals of a fire, the pair show how quality food doesn’t have to be compromised when you’re out in the elements.

The page originally started as a small passion project to share with their family and friends, however grew in popularity quickly. Through using other social media platforms such as TikTok, MenWithThePot became a worldwide phenomenon. They collaborated with The Cooking Guild to create their very own knife and eventually, they built enough of an audience to turn their side hustle into their full-time job.

As of March 2021, their social media followers sit at 6.4 million on TikTok and 683k on Instagram. In terms of engaging an audience and building a following MenWithThePot were performing exceptionally well. However due to their rapid growth, there were still key areas that needed attention. 

MenWithThePot approached Expose Media in 2020, looking for an agency to help them with digital marketing. Despite having an impressive social media presence, their website was lacking a purpose and needed a fresh new look. They also wanted help releasing the first two chapters of a brand new eBook series complete with their recipes, and to get more brand exposure through email marketing.

The creative department at Expose was the perfect team for the job. They started by building out a landing page that was contemporary and also allowed visitors to subscribe to their eBook. If you are completely new to website building, a landing page is a page on a website that is designed to convert visitors into leads. It usually is presented as a form that allows you to capture a visitor's information in exchange for a desired offer.

Within a week of making the landing page live, MenWithThePot had thousands of subscribers signed up and ready for Chapter One of their eBook series. Expose set up a promotional period of four weeks where they executed an email marketing campaign that drip fed the audience hints about the upcoming eBook. Five creative and engaging emails were delivered in total, paired with an exciting video promotion. 

After building anticipation and intrigue, Chapter One of the eBook series was launched to market and made huge sales conversions. Expose helped again with the second instalment of the series which proved to be even more popular than the first!

Through applying strategic direction, Expose media were able to take MenWithThePot’s brand to a new level. The website makeover transformed their online presence and implemented a call-to-action to leverage on visitors to their site and in-turn increase sales. Expose’s effective email marketing also engaged new customers and provided valuable consumer insights to use in further marketing efforts.

MenWithThePot continues to work with Expose on website development projects. To view the website, please click here, or alternatively explore their e-book range here.