Client: Central England Co-op
750% increased uptake of membership promotions
Central England Co-op were eager to increase adoption of their food delivery service. The service was well received by members who has already trialled it. But. awareness was still low amongst the areas served by the Central England Co-op.
The challenge was to both drive customers to the website, as well as ensuring only the eligible shoppers receive the ads.
As such, Facebook was the priority channel for the trial period. The targeting and placement options available enabled us to test, optimise and iterate the approach.
The audit and concentrating our efforts
An audit of Central England Co-op’s Facebook activity revealed five content pillars for us to focus on. Each content pillar received equal ad runtime to determine which message resonated the most.
Success hinged on our ability to have the ads displayed only in the areas where the food delivery service is available. We devised a three-step test & learn approach to narrow down the targeting until we were able to geo-fence the 6 initial locations.
This strategy laid the groundwork for new locations, for CEC, too, which increased to a total of 24 by the end of our project.
The Goldilocks Zones
Too broad…
Too vague…
Juuuuust right.
Unexpected results in the bagging area
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