92% of residents living around 70 physical shops reached with ads

Social

HARIBO/MAOAM via Lime Factory

With team Searchlab, we help various clients from all kinds of fields and industries. For some time now, for instance, we have been allowed to support Lime Factory in the field of online marketing, a company that helps clients with sampling and activation campaigns. For one of their clients, HARIBO/MAOAM, Lime Factory wanted to see if something could be done in terms of online marketing in addition to physical promotion. So we were called in.

The challenge: how do we get people to the physical shops to learn about certain sweets?

HARIBO/MAOAM and Lime Factory were working together to raise awareness of an existing range of sweets. Lime Factory’s task was to come up with fun and effective campaigns that create awareness and interest in the sweets. This included a sampling campaign, shop floor activation and a cashback for repeat purchases. Now our question was: can online marketing contribute something to this campaign, to further increase awareness and interest?

Local ads via Facebook to reach people within a one-kilometre radius of the shops

Now the answer was clear: there are a number of useful things you can do to reach the right people in the right place with ads. There were a few things to consider:

  1. The goal was to achieve at least 200,000 ad views;
  2. To people living within a 1-kilometre radius of the physical shops;
  3. Ads would be promoted from a channel from Lime Factory, namely the Cash Register Discount page. This page was active only in Facebook.

The strategy was pretty clear right away, social media ads are ideally suited to raise location-based awareness and interest. As the page from which to advertise was only visible on Facebook, the choice of that channel was quickly made. The strategy became as follows:

  1. In terms of location, we could define 70 physical shop locations, reaching people in a 1-kilometre radius around them. 
  2. A campaign was launched to increase website visitors: to encourage interaction but also to build a target group of people who actually clicked through to the website: they were apparently interested in what we had to say. That interest was used in a subsequent campaign (see point 4).
  3. A target group of lookalikes of these website visitors was compiled. Here, Facebook itself searches for people who are similar in profile and behaviour to people who had visited our website.
  4. The target groups above were used as ammunition for the final reach campaign: when the target groups of website visitors and look a likes were large enough, these people were reached with a reach campaign: to achieve as many views as possible for as little money as possible.
Een advertentie die we gebruikten.

Result: 92% of people around physical locations were reached

In the end, the following results were achieved:

  1. The ads were shown a total of 256,449 times to 47,520 people;
  2. Facebook shows us that that the target audience that could be reached was 51,700. This means about 92% of the total target audience was reached by an ad;
  3. Everyone within the target audience thus saw the ad about 5 times in total.

This case shows that through social media ads, there are great ways to combine physical and online promotions in an effective way. Do you have a physical shop yourself? Then think about how you can use Facebook ads, for example, for your business!