Spar claims its digital activity is leading the way in UK symbol groups, with its online domain attracting record visitors each month.

Since Spar’s launch into social media in November, the number of the symbol group’s followers on Twitter have grown to more than 4,500 while Facebook fan counts has reached over 17,100. Spars says this makes it the number one symbol group currently on Facebook.

As a measure of the page’s success, Spar UK says it was the second most engaged brand on Facebook in March, thanks to a competition offering fans a case of Cassillero del Diablo wine. The post reached 57,000 people. Twitter followers have largely been driven by ‘Freebie Friday’ weekly giveaway competitions.

On YouTube, Spar is also developing its presence, with all the TV adverts from the current campaign posted to the Spar UK YouTube channel – clocking up 25,000 views so far.

Plus, the Spar e-newsletter is growing its numbers, with circulation currently standing at nearly 50,000. The newsletter highlights deals, sales initiatives and promotions.

Following the relaunch of its consumer website in October 2013, it attracts more than 70,000 visitors to the site per month.

The Spar UK digital strategy, which is aimed primarily at a target market of 20-44 year old women, forms a key part of the overall 2014 media plan. Philippe Rondepierre, Spar UK head of marketing, said: “Digital is an excellent way to engage with our younger audience, and we’ve got lots of new and exciting content planned for the year ahead.

“We plan to amplify our messages within our TV advertising and emphasise Spar as a destination for simple and quick meal solutions through a variety of quick and easy recipes.”

Spar uses the online social media reporting resource Social Bakers which records, analyses and reports the data of more than 150,000 social media organisational pages via Analytics PRO.