Madame F Social Media Management

Building brand identity on Instagram and engaging LGBTQ+ community


Increase in Instagram reach for Q1 2023


Likes for Q1 2023


Reach for Madame F Queer Britain Art Awards 2023


Madame F is a bold wine brand that explores brave, original blends. It is a creative collaboration with Queer Britain, a charity that launched the UK’s first national LGBTQ+ museum in London. Its collection of lively white, smooth red, and fruity rosé are inspired by the community it represents.

As the appointed social media agency of Madame F, Seed is responsible for managing the brand’s presence on Instagram. This involves developing and promoting the brand’s identity, both in copy and visuals, amidst a highly saturated landscape.

Our Approach

The main challenge for our creative team was to identify the key brand elements that we could effectively highlight on social media. From the colour palette to the graphic style – it was of utmost importance to differentiate us from other wine brands trying to make their mark on Instagram. We also had to work closely with the client to nail down the right tone of voice. Our social media and creative teams then had to develop content pillars that would guide the calendar production every month.

We also put together a paid social strategy that would complement the organic social strategy. In addition, we launched regular social media contests and collaborated with influencers, as well as other brands. All this allowed us to expand our reach beyond our current followers, thereby increasing overall brand awareness and engagement.

Our Results

In just a few months, we have managed to revamp the Madame F Instagram page to one that is more true to its brand spirit. The vibrant, retro-inspired graphic style strengthened the visual identity, while the cheeky and trendy tone of voice enabled us to engage better with our community. We also established Susy the frog as a brand icon, making us more recognisable both on social media and  on Sainsbury’s and Ocado where the wine is sold. Keeping up with social trends, we leveraged on the Instagram Reel format and produced fun and engaging video content for April Fool’s, Prosecco Product Launch, visit to Queer Britain Museum, and many others.

During this time, we also helped to launch the Madame F Queer Britain Art Award, which invites artists to submit illustrations, drawings or paintings that celebrate Queer Creativity. Our combined posts generated over 30,000 reach and more than doubled the number of entries for 2023. 

View Madame F’s Instagram page (managed by Seed from October ‘22 to May ‘23).

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DAN Member
BIMA Member
Google Premier Partner
Best Companies - Top 10 Agencies
Best Companies - Q1 Best Small Companies to Work For
Best Companies - Q1 Top 25 Best Companies
Best Companies - Outstanding 2021

Seed is a trading name of Seed Publicity Ltd.
Company number 9526599.