The brief.

We were brought on by Smokin' Brother with an aim to generally increase sales, especially during the Christmas and New Year period while maintaining a low cost-per-acquisition (CPA). The primary objective was to implement cost-effective marketing strategies to maximise ROI.

Additionally, the goal was to stand out in a crowded market with unique and compelling advertising, overcoming the challenges of heavy competition and advertising saturation during the holiday season.

The services.

• Paid Social: The focus was to create visually engaging content showcasing the uniqueness and quality of Smokin' Brother products. Strategies include leveraging amazing in-house content and testimonials to build trust and credibility, and using Instagram Stories and Facebook dynamic ads for personalised product recommendations and limited-time offers.

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• Paid Search: The strategy involved optimising search ads with keywords related to smoked salmon, holiday gifts, and food traditions. Retargeting campaigns were implemented for users who have visited the Smokin' Brother website or interacted with ads. Shopping ads targeted potential customers on relevant keywords.

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• Strategy: To achieve the objectives effectively, we developed a completely new strategy with refined targeting. This includes:

  • Utilising advanced data analytics to identify and target specific customer segments more precisely, ensuring that the right message reaches the right audience at the right time.

  • Implementing behavioural targeting to tailor ads based on users' past interactions with Smokin' Brother's, ensuring more personalised and relevant ad experiences.

  • Creating lookalike audiences based on existing high-value customers to expand reach to new potential customers who are likely to be interested.

  • Crafting ad content and offers specifically tailored to the holiday season, emphasising gift-giving, special deals, and limited-time offers to attract holiday shoppers.

The outcome.

Our advertising efforts for Smokin' Brother yielded remarkable results during the year (especially over) Christmas and New Year period.

• We generated tens of thousands in revenue through targeted and cost-effective marketing campaigns.

• We significantly increased pre-orders and sales, ensuring a robust performance throughout the holiday season.

• Our efforts led to Smokin' Brother scoring higher than leading businesses for smoked salmon on Google, enhancing visibility and driving additional traffic and sales.

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These outcomes demonstrate the effectiveness of our approach in achieving Smokin' Brother's goals of increased sales and market penetration during a highly competitive period.