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

• $30,000 (General campaign)
• $12,000 (Cream Cheesecake campaign)

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:

• 10 Store Traffic optimized campaigns focused on 1% LALs primarily (customer lists - all purchasers) and obtaining stable cost-per store visits (CPSVs).

• Narrowed audience with interest targets (buyer personas specific) and followers of relevant competitors:

  • Each campaign housed within itself up to 5 ad sets.
  • Each ad set contained one Store Set and four ads (two single-image formats and two carousel format copies).
  • Each Store Set contained multiple store locations in the same state, with an automatic radius setting. For example, all Massachusetts locations were part of Store Set A, while all Texas areas were part of Store Set B.
  • Each ad displayed dynamic fields for the corresponding store address & phone number and allowed users to get directions to the store nearest to them.

Conversion Tracking - Galactic Fed relied on the following two methods for performance tracking (indicative):

• A unique coupon code was created to track the Facebook Ad campaign performance. This coupon code was included in all the ad copies.
• Directly attributed offline purchases were tracked through the sales CRM data, uploaded to the Facebook API once every month.

Performance Results

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.

• Female users attributed the most purchases (68%).
• Most in-store purchases were attributed to iPhone device users (79.4%).
• Most in-store purchases occurred on Monday (32%), followed by Tuesday (18%) between 3 - 7 pm.
• The carousel ad creatives captured the most Impressions, Reach, CTRs (click-through-rates), and in-store purchases.

Wins:

• All the campaigns performed well in general ad engagements for all the targeted locations under generic and custom ad sets.
• On average, over 2 Million users saw the ads at least 4.36 times.
• Based on the in-store conversions data available for Sept, the campaigns achieved a ROAS of approximately 1.0 ROAS

• Throughout the campaign period, the ads earned:

  • 475 Positive Reactions
  • 13 Post Comments
  • 10 Post Saves
  • 43 Post Shares
  • 160 Page Likes

Summary:

• Spend: $30,000
• Reach: 2,085,417
• Impressions: 9,088,223
• Link Clicks: 6,970
• CTR: 0.17%
• Avg. CPC (Link clicks): $4.30
• Frequency: 4.36
• In-store Purchases (Sep 21 to 30): 194
• In-store Purchases Conversion Value (Sep 21 to 30): $13,671.26.

Note: The offline conversions attribution data for Oct 2020 is currently a work in progress. The Cream Cheesecake Campaign is ongoing.