Hayfields Dairy, award-winning and family-owned cheese maker relied heavily on footfall to their shop. When lockdown restrictions came into place in 2020, their source of revenue almost seemed to vanish overnight, and they turned to Public Nectar to help them establish an online foothold.
1. (Really) Doing Our Research
For a brand that sells cheese, it might have been obvious what angles our campaigns should focus on. Simply include words like “cheesy” and “gooey”, and you’re good to go, right? Not necessarily…
Thanks to our audience research, we knew that most people buying our client’s cheese didn’t just like cheese – they LOVED it.
These customers had already seen hundreds of ads claiming for their product to be the cheesiest, the gooiest, and the tastiest, and this alone wasn’t going to convert them. Instead, they were more interested in experimenting with new cheese flavours, and feeling more connected to where the cheese actually came from. This meant tailoring the advertising angles to focus more on things like:
-> How the cheese was made
-> The Story of the Hayfields Dairy farm
-> What kind of sustainability practices went into making the cheese
To attract and convert the highest quality customers possible, we made sure to leverage these points in our ad copy and creative. This would then be combined with our signature testing strategy to find the most profitable combination of audience targeting, creative, and copy so that we could double down on these ads and increase the profitability from our client’s campaigns. But before we could start running their ads, we knew there was a strategy we could put in place to give their campaigns the best chance of success…
2. Increasing The Average Order Value
Perhaps one of the most important parts of the campaign was the product itself. Instead of trying to sell individual cheese rounds by themselves, we looked to direct traffic towards our client’s higher margin products: The Cheese Hampers. As advertisers, this gave us a HUGE advantage to bring to the table with our Facebook ads. I.e. We were able to spend more to gain a customer. This allowed us a lot more leeway to be able to profitably generate a customer, because as long as the AOV was higher than the Cost per Sale (how much it costs to acquire a customer), we knew we could profitably advertise. Especially as we began to scale our client’s ads, this increased AOV became a huge asset in the campaigns. Finally, we made sure to implement our signature testing strategy to ensure we could get our client the most bang for their buck…
3. Test, Test, and Test again
Even as experienced Facebook Advertisers, we’re still surprised by which combinations of creative & copy end up driving campaign success the most. It can be easy to think that the most “obvious” ads will perform the best – the ones with the high-quality photography, the pictures of faces, etc. But this campaign showed us again the importance of testing to find out which of your ads are the real Thumb-Stoppers. In order to effectively test, we made sure to create different creative variations (raw photography, USP-driven images, product photos, etc.), as well as different copy angles and lengths to test out. We then implemented our in-house testing strategy to find out which ads were the “winning” variations, and then doubled down on these to increase campaign profitability.
Return on ad spend (ROAS): 6.88x