Our client is a bakery with a brick-and-mortar production facility and online storefront that sells vegan, nutrient-dense donuts for the health-conscious consumer – or simply, anyone who loves donuts. 

The Challenge

Having built a business through sharing their passion for their healthy creations on Instagram and Facebook, our client dominates on social with outstanding organic engagement, generating no shortage of shares from their ecstatic customers. But when it came to putting dollars behind advertising, they wanted a less time-consuming, systematic process that would produce consistent returns so they could focus on what they do best: making donuts.

Our Strategy

To maximize our client’s margins, we ran promotions for percentage discounts on larger orders to anyone within a 10 mile radius of their headquarters and retail partners. We targeted anyone who visited our Instagram, Facebook page, and website, which produced an amazing click-through rate of over 8% (the average CTR on Facebook stands at around 1.2%). This proved that our creatives and messaging were relevant (and engaging) to the audience that we were showing them to; more clicks = more conversions!

We received over 1,330+ adds to cart from people who clicked on our ads and initiated checkout. The total value of these actions was $28,023, of which 39% materialized into actual sales. Based on this data, we capitalized on the retargeting opportunity to convert $17,051 in additional sales revenue (an increase of 55%) by re-engaging abandoned cart customers.

Our Results

Using an array of optimization strategies including dynamic creative, campaign budget optimization, and detailed audience expansion, we achieved an overall return of 23.6. We observed the most significant increase in our sequence of retargeting campaigns, where the ROI was nearly 40. In 2 months, we generated over $10,972 in donut sales from an ad spend of $465.