e-Commerce
November 5, 2025
Leo CurranDigital Marketing Apprentice
Field Notes is a running series of observations from inside Paladin. Think of it as a notebook — quick takes, patterns we’re spotting and lessons we’re learning in real time. It’s not polished thought leadership, it’s useful signals from the front line of performance marketing.
300000
People Reached organically
11.5
Million Impressions
330%
Increase In Engagement
The Brief
When Kohinoor partnered with us, they wanted to do more than post attractive food photos. They wanted to use social media to build awareness, create genuine engagement, brand salience and ultimately drive in-store sales for their range of authentic Indian food products.
The Challenge
Kohinoor already had a strong brand in the UK, known for its stir-in sauces and rice. However, their social media activity was inconsistent and lacked direction. They needed a clear strategy that would connect with new audiences and turn engagement into measurable business results.
Our Approach
We began by understanding the audience. Families looking for quick, authentic meals and food lovers interested in genuine Indian flavours became the focus of the campaign. This research guided both the creative and the targeting.
We then built a content plan that reflected the brand’s values. High-quality food photography, simple recipe videos and user-generated posts gave followers a reason to interact. Every piece of content was designed to feel warm, authentic and true to the brand’s heritage.
Our paid social campaigns built on this foundation. We launched targeted adverts that introduced the brand to new audiences through our campaign “Britain’s Favourites”, which launched their new range of sauces to the market and helped to secure retail listings.
We forged brand partnerships with household brand names such as Tefal, delivering over 2,400 new followers, 301,000 organic impressions and a 330 per cent increase in engagement in just over a month.
To make sure this activity supported e-commerce, we added retargeting. Users who visited the website were shown ads featuring customer reviews, bundle offers and recipe inspiration. This helped turn awareness into sales.
The Results
The results spoke for themselves. Kohinoor Joy gained thousands of new followers, reached over 300,000 people organically and saw engagement rise sharply. The wider campaign achieved 11.5 million impressions and reached more than 3.2 million users. Beyond the numbers, social media began driving consistent traffic and stronger conversions.
The Takeaway
Kohinoor Joy’s success on social came from combining creativity with purpose. By focusing on authentic storytelling, audience insight and clear commercial goals, Paladin Marketing helped transform their social media into a powerful part of their e-commerce growth.
Kohinoor Joy
Mandeep Kang
Head Of Marketing
"Paladin have been brilliant to work with. They truly understood our brand and helped us turn social media into a real growth channel. Engagement, followers and sales, both retail and online, have all increased and the content feels genuinely true to Kohinoor Joy."