Social Media Advertising to find New Overseas Customers – Food & Drink

Food and drink and social media go hand in hand…

Types of Social Media Ads

Let’s take a walk…

https://www.facebook.com/business/ads-guide

Case Studies:

Company: Dos Equis, Mexican beer

Goal: To promote beer sales around the Cinco de Mayo holiday The beer brand used Facebook photo ads to increase its “Dos de Mayo” beer sales, reaching more 21- to 34-year-old males on mobile during the brand’s most relevant sales time of the year.

Strategy: Dos Equis ran the ads exclusively in mobile News Feed, using a purchased Datalogix beer-buyers audience, as well as Facebook’s targeted audience of males 21–34.

Results:3X return on ad spend

Case Studies:

Company: Erhwhom Natural Foods Market

Goal: They wanted to drive traffic to the market's website to purchase Erewhon’s fresh organic juice cleanses.

Strategy: To drive online sales of Erewhon’s organic juice cleanse programs, they created a link ad campaign

Results: 4X increase in online sales of organic juice cleanses350,000 people reached$0.38 average cost per click

Case Studies:

Company: Fjordland

Goal: Fjordland, Norwegian food company wanted to maximise the number of website visitors to drive sales around Christmas time.

Strategy: The desktop and mobile campaign—encompassing video, photo ads and link ads—showcased Fjordland’s products and encouraged customers to visit its quiz website for the chance to win a holiday.

Results: 14% year-on-year uplift in sales2X increase in website traffic

Case Studies:

Company: Eggo

Goal: In a competitive market Eggo wanted to put a new spin on the established “L’Eggo My Eggo” campaign to increase the brand’s appeal with a younger audience.

Strategy: The frozen waffle brand put a modern twist on a famous campaign, targeting a new generation with video and photo ads on mobile to drive a strong lift in sales.

Results: 4.2X return on ad spend3.2% lift in measured household penetration (2.84% is the norm for consumer packaged goods)

https://www.facebook.com/business/success/eggo

Ad Creation: Jiggly’s Jam

Things to think about: StrategyTarget market (Think about Personnas) Women, aged 35-65, Bristol, eat Jam,

make jam, buy jam, interested in local, seasonal produce/food. (Marmalade, fruit preserves, Making Jam, Confiture Bonne Maman or Jams, seasonal food, Sunday brunch)

Social channels (at least 2) (where do they hang out?)

Facebook and instagram

Types of advert Mobile and news feed

Main messages (What is your proposition?)

Communicate the brand to develop brand awareness and lead them to my shop to grow overseas sales

Communication frequency/timing Day time – to mid-evening

Tactics to build awareness/attract audiences

Strong imagery and brand message Future: video showing handmade jam making process

Measurement – how will efforts/activities be measured/monitored?

Track campaign using Google Analytics & monitor sales on website

Jiggly’s Jam

Jiggly’s Jam: Germany

Things to think about: Strategy

Target market (Think about Personnas) Women, aged 35-65, Germany – City to test advertising (Munich), eat Jam, make jam, buy jam, interested in seasonal produce/food. (Marmalade, fruit preserves, Making Jam, Confiture Bonne Maman or Jams, seasonal food, Sunday brunch – include local German preserve/Jam brands)

Social channels (at least 2) (where do they hang out?)

Facebook and instagram

Types of advert Mobile and news feed

Main messages (What is your proposition?) Communicate the brand to develop brand awareness and lead them to my shop to grow overseas sales

Communication frequency/timing Day time – to mid-evening

Tactics to build awareness/attract audiences Strong imagery and brand message stressing the made in Britain heritage & quality of the product

Measurement – how will efforts/activities be measured/monitored?

Track campaign using Google Analytics & monitor sales in the city of Munich

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