Read this case study to know how a food brand boosted its website traffic and sales with just one-third of the budget by switching to Facebook from TV & banners
Food & Baverages
Boost in website traffic and sales with just one-third of the budget
The Brand & the Story:
Fjordland is a Norwegian food manufacturer founded in 1994 by Tine, an agricultural cooperative that produces easy made dinners, margarine, yogurt and other dessert dairy products. The food brand decided to switch to Facebook only campaign from TV & banners for its Christmas 2015. The company featured video, photo ads and link ads with festive Elves for its desktop & mobile campaigns as well as they also persuaded customers to visit their quiz website with a chance to win a holiday. Fjordland achieved 14% rise in sales and a 90% decrease in cost per click with just one-third of the budget.
Fjordland objective behind the switch
For its last 3 Christmas campaigns, Fjordland had used a quiz on its website for introducing people to its Christmas products. This time laos they wanted to do the same thing and wanted to maximize the number of website visitors for driving sales.
The food brand’s strategy for Facebook Marketing
Fjordland had already experimented with other media channels in previous years such as TV & banners. For its Christmas 2015 campaign the company in collaboration with agency MediaCom decided shift their budget to a single channel and could settle on anything than Facebook’s for the high levels of reach & engagement it offers.
The target audience for the food brand was anyway responding well to polls, product-related promotions and meal suggestions. Knowing this fact, the team merged these elements into a series of ads that featured a lovable pair of Christmas elves. Videos, photo ads & link ads showcasing Fjordland’s products were the part of desktop & mobile campaigns that compelled customers to visit its quiz website with a chance to win a holiday.
How Facebook Marketing helped Fjordland achieve what it wanted?
The marketing budget shift towards Facebook marketing proved highly profitable for Fjordland. There was an 14% year-on-year increase in sales with only a third of its actual marketing budget. Eliminating the TV and banner ads from its media mix enabled the food brand in increasing both website visits & overall sales, whilst appreciably reducing its cost per click.
The Highlights of the 9-week campaign:
- 14% year-on-year rise in sales
- 90% decrease in cost per click
- 2X increase in website traffic
Word by Lars Arild Thomte, Digital Manager, Fjordland
“Facebook has grown to be our most important digital marketing channel. It’s far more efficient than traditional banner ads in terms of reach, engagement and cost. This campaign’s year-on-year results proved that it had even beaten TV advertising. We are also very pleased with the use of Facebook as an “always on” channel, with its remarkable segmentation possibilities.”