North American Social Media Marketing for the Maple Industry
Leader Evaporator
Multi-year social media marketing for a maple sugaring equipment manufacturer serving sugar makers across the U.S. and Canada, including bilingual French and English content, community engagement, and digital marketing through an international ownership transition.
Connecting the North American Maple Community
Photography by Storyworkz in Montpelier, Vermont
Yancey Red managed organic social media across the U.S. and Canada, creating English- and French-language content for a highly specialized maple sugaring audience. The work included ongoing Facebook and Instagram management, community engagement, product education, Google Business Profile management, and social media support through the company’s acquisition by a Canadian manufacturer.
Content went well beyond product promotion. We filmed on-the-spot videos with customers, asking quirky questions about the maple equipment and tools they used, coordinated a cross-brand collaboration with Vermont Flannel, and developed an interactive Maple Map of North America that went viral within the maple community and brought together thousands of sugar farms across the continent.
“Yancey Red transformed Leader’s social media into a juggernaut of engagement and follower growth. Courtney is super creative and resourceful and climbed our steep learning curve like a hungry mountain goat, inspiring loads of follower content posting and turning our channels into a far more lively, interesting place.”
About The Client
The client is a maple sugaring equipment manufacturer serving professional and independent sugar makers throughout the United States and Canada. Its products are part of a deeply connected North American maple industry where equipment knowledge, regional traditions, and relationships among producers are central to the community.
The Process
The strategy was built around participating in the maple community. Facebook and Instagram content combined product education, customer stories, seasonal sugaring content, bilingual English and French messaging, videos from the field, and community-focused campaigns designed specifically for maple producers.
When the Vermont company was purchased by a Canadian manufacturer, Yancey Red managed the social media transition across two countries, adapting content and account management for a broader North American audience while maintaining the established connection with U.S. customers. The strategy also incorporated creative partnerships, including a coordinated collaboration with Vermont Flannel, and larger community initiatives such as the interactive Maple Map of North America.
Social Media Results
The strategy turned social media into an active gathering place for maple producers across North America, engaging maple farming communities from Missouri to Maine and strengthening connections among producers throughout the U.S. and Canada.
During the sugaring seasons, Instagram averaged 100+ engagements, 5+ comments, and 10+ tags per day. Facebook also saw consistent increases in shared and contributed content across audience segments, with engagement and traffic continuing to accelerate above the previous year’s performance.
Google Business Profile became a measurable sales channel as well. High viewership of product-focused Google content contributed to a 60% increase in online sales. The Maple Map of North America expanded the community-building strategy even further, bringing together thousands of sugar farms in one interactive campaign.
The results went beyond individual metrics: customers became active content contributors, the social audience became a community, and Yancey Red successfully supported the brand’s social media transition from a Vermont manufacturer to part of a Canadian-owned company serving maple producers across two countries.
Looking to turn a specialized industry audience into an active online community? Explore Yancey Red’s organic social media community management and strategy services.