Client Overview: The B2C multinational Food & Beverage Retail Franchising client is a U.S.-based franchising business specializing in fresh fruit arrangements, combining the concept of a fruit basket with designs inspired by flower arrangement. The company also sells various specialty fruit gift items, such as gift boxes featuring chocolate dipped fruit and fresh fruit products. As of 2012, the client’s business had grown to more than 1,100 stores serving locations in the United States, Canada, Puerto Rico, the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain, Italy, Turkey, Hong Kong, Oman, India, and China.
The client needed a partner to lead store traffic and brand awareness efforts on the Facebook Advertising channel to drive in-store foot traffic from new customers for 900+ participating stores in the post-COVID lockdown months. As part of the client’s desire to support the local franchisees and to bridge the gap in the advertising calendar between now and the start up of the Q4 push, Galactic Fed came onboard to identify the most viable and cost-effective strategy to boost offline purchases and provide exposure to the participating stores.
Strategy - Facebook Ads:
Total Budget - $42,000
Galactic Fed started uploading the participating store locations under the client’s official Facebook page structure to kickoff. The team also uploaded the client’s past customer lists (purchasers from the last 365 days) for creating lookalike audiences. Additionally, they referred to the customer persona insights provided to them and researched close-competitors to derive potential interest targets.
Galactic Fed focused primarily on the TOFU audiences (High-value Lookalikes from the prospect lists living in the USA, with a confidence affinity of 5%) for the store traffic campaigns. To make the targeting more precise and cost-effective, they narrowed the audience further with relevant interest targeting features. Here is the summary of the final campaign structure:
Narrowed audience with interest targets (buyer personas specific) and followers of relevant competitors:
Conversion Tracking - Galactic Fed relied on the following two methods for performance tracking (indicative):
Performance Numbers from the General Campaign (Sep 21 to Oct 11 period):
From Sep 21 to 30, the store traffic Facebook Ads saw confirmed 194 purchases with a conversion value of $13,671.26 at approximately 1.0 ROAS (return on ad spend).
The most in-store purchases occurred in Florida, followed by Texas and California.
Throughout the campaign period, the ads earned:
Note: The offline conversions attribution data for Oct 2020 is currently a work in progress. The Cream Cheesecake Campaign is ongoing.