Versele-Laga Pigeon:
Social media growth through
strategic content.
Versele-Laga Pigeon is an international benchmark in pigeon racing. With high-quality feed, supplements, and expertise, the brand support thousands of pigeon fanciers and professional lofts worldwide. Driven by their passion for the sport and profound expertise, they aim to optimally support pigeon fanciers and their pigeons at every stage of the season. Their mission? To empower pigeon fanciers with reliable knowledge and to support pigeons with scientifically backed products that lead to better results in the sport.
From new channels to a strong community.
When Versele-Lage Pigeon launched new social media channels in October 2024, the focus was on building a professional digital presence that reflected their expertise. The challenge? Developing a relevant, recognisable, and growing community from scratch.
In March 2025, Komate joined the story to help achieve that goal. Versele-Laga wanted:
- Consistent, high-quality content clearly showcasing their expertise.
- A mix of education, product support and succes stories.
- A visual style that radiates trust and craftsmanship.
- Social channels ready for scale and international expansion.
The challenge lay in growing strong channels within a niche market, backed by high-performing content formats and a strategy aligned with the pigeon sport's seasonal rhythm.
A consistent visual style, aligned with the seasonal phases of pigeon racing, ensures a clear and professional brand identity across all social media channels. With uniform colours, typography, imagery and tone of voice, a strong identity is created that expresses both expertise and sporting dynamism.
From July onwards, video became a central pillar of the content strategy. By increasing the use of reels and dynamic video clips, reach grew visibly across both platforms. The focus on video led to higher visibility, stronger engagement and multiple spikes in follower growth, making it an essential format within the broader social media strategy.
"For its social media channels aimed at pigeon fanciers, Versele-Laga was looking for a partner capable af managing the entire operation from A to Z. From the very start, Komate proactively thought along on how to elevate the content to the next level. Not only the visual design, but also the content itself was thoroughly analysed and optimised for the target audience.
In a short period of time, Komate succeeded in creating strong and relevant posts for an audience that is both critical and highly knowledgeable, by no means an easy challenge.
In addition, the team closely monitored performance statistics to identify which content performed best and where optimisation was needed.
Not an easy task, but the results speak for themselves."
- Geoffrey De Cloedt, Product Manager Pigeons
Our approach.
1. Strategy & concept.
Together with Versele-Laga Pigeon, we defined the role of social media within their marketing mix: to inspire, inform and guide. The content calendar was built on established themes connected to the pigeon sport's seasonal stages: breeding, moulting, racing season and young pigeons.
2. Content creation.
Komate took the existing branding and adapted it to the different seasons within pigeon racing. Komate also handled the full copywriting and visual execution of the content, using Versele-Laga's existing imagery. All aimed at creating a clear and uniform brand feel on both Instagram and Facebook.
We created.
- Carousels that make complex information accessible.
- Educational visuals based on articles and feed schedules.
- Reels that match the dynamic nature of the sport.
Since July 2025, we have invested more heavily in video to further increase reach, a choice that paid off as views and brand engagement continued to rise.
Every piece of content was deliberately optimised for reach, interaction and shareability, all crucial factors in this niche market.
Viral Facebook videos for Versele-Laga Pigeon
For Versele-Laga Pigeon, Komate delivered several viral Facebook videos that strongly highlighted product value and visual storytelling. Thanks to short, impactful video formats, the posts reached tens of thousands of viewers within days, generated exceptionally high engagement, and resulted in a significant increase in followers.
3. Analysis & data-driven optimisation.
Before collaborating with Komate, the analytics of the social media channels were not being tracked structurally. As a result, it was difficult to draw clear conclusions about what content performed well or where growth opportunities lay.
After one full year of social media activity, we conducted an extensive data analysis of both Facebook and Instagram. We examined:
- Monthly growth.
- Reach and impressions.
- Differences between formats (reels, carousels, photos).
- Impact of posting frequency.
- Interaction patterns.
- The biggest risers and decliners.
This analysis provided, for the first time, a clear picture of channel performance and revealed important insights, such as the strong impact of video, peak moments driven by shared content, and the direct link between posting frequency and reach.
These results became the foundation for an even more targeted strategy for the next growth phases.
4. Collaboration & continuity.
The collaboration between Versele-Laga Pigeon and Komata ran smoothly, with short communication lines between content creation, feedback and reporting. By centralising all content, planning and analytics, we were able to respond quickly and adapt to trends in the sport, the season or the algorithm.
Facts matter!
Versele-Laga Pigeon made strong digital strides in just one year.
Conclusion.
For Komate, this project is a great example of how we help brands translate their expertise into impactful online content. Together with Versele-Laga Pigeon, we built not only visibility but long-term value within a niche market that relies heavily on trust and knowledge-sharing. This case perfectly illustrates how Komate supports brands in their digital growth with strategy, creativity and measurable results at the core.