Social and programmatic ad campaign to build brand sampling pre-Christmas
16,000+ leads generated
31% conversion from click to lead!
Divine chocolate wanted to reach new chocolate lovers to introduce them to the brand and encourage sampling of their range of flavours ahead of the peak Christmas period to help drive sharing, gift and treat purchases. Not having used paid digital channels before, they were interested to see just how effective a digital campaign could be at reaching people to enter a competition to win a Divine Chocolate Tasting Set and explore the brand story and the range of flavours.
Profiling customer data revealed the types of people most likely to love Divine chocolate and want to buy the product. Our team used this insight to plan and buy a multi-channel campaign to reach all target market segments in the right place at the right time to generate competition entries.
The activity ran across social platforms such as Facebook and Twitter boosting organic posts, and featured a programmatic display ad campaign targeted and optimised to reach the right target audience at times when they would be most likely to enter the competition and through devices they were most likely to use to respond.
Divine Chocolate had not tested paid digital channels before and wanted to explore whether they could be used to cost effectively reach and engage with customers. Through targeting activity the campaign was able to not only reach Divine’s target audiences, but introduce potential new customers to the brand. The campaign delivered over 16,700 competition entries, far exceeding expectations!
This campaign was a first for us, and we were eager to see how we could use the power of chocolate to delight consumers online. The ability to target and engage chocolate lovers exceeded our expectations, and gave us the understanding and insights to help us make future campaigns as successful as this one. The campaign proved how well digital could work for delivering reach in a crowded market.