Instagram

Boosing CHEFF's Social Media with Gather Social

Managing Director of CHEFF, Adam Sinnott visited Gather Social for a strategic social media workshop, the week before COVID -19 really started to take hold. Concerned for the survival of his business we offered to step in and help him out in boosting his Social Media and getting results.
Adam provided the team with some very healthy lunch, giving us the perfect opportunity to document imagery. These images were turned into over 300 branded posts for all social media channels. Most importantly this resulted in 50 Facebook adverts were built utilising a tiny budget. The stats, therefore, have been sensational, with the key highlights outlined below:

The results



  • Total traffic to the website grew by 256%, with new users up by 266%

  • Social media traffic grew by 780% with Facebook growing by 1000% & Instagram by 273%.

  • Direct Traffic grew by 295%

  • Organic Traffic grew by 33%


How did we do it?


The data within Google Analytics showed significant traffic was generated from Linkedin and Instagram stories. These Channels had previously generated no traffic prior to our Platform delivering CHEFF’s marketing messages. 
From what was initially a favour, we have again obtained further proof content marketing can increase organic search results. The work transformed into a revenue generation stream for CHEFF, with Adam stating he was receiving orders with days of the content going live. 
Until we are in a position to reopen our offices fully, we are offering business the opportunity to take advantage of a virtual strategy session. We will discuss your content, your strategy or lack of one. We will explore high-level theory and discuss how easy it would be for you to transform your social media into meaning data and ultimately enquiries. You can make an enquiry via our contact form or read more about the virtual strategy call here.
Book your FREE workshop today and revolutionise your social media strategy, Learn more about our online social success workshops. Check out CHEFF here.
 

Capri-Sun

Popular juice drink energised its brand awareness in the UK with a reach and frequency campaign on Facebook and Instagram that reached 26 million people and resulted in a 13-lift in ad recall.
Pretty much everyone has heard of the popular nostalgic juice drink Capri-Sun with many of us enjoying the fruity pouch as children quenching people’s thirst since 1969. Today the range includes sugar-free and flavoured water versions and is enjoyed by people in more than 100 countries around the world.  Capri-Sun wanted to reach wide UK audiences in this campaign and build both brand awareness and product awareness as a result.

Testing ad creative 


Capri-Sun and digital performance agency iProspect Ireland decided on a four-week campaign across Facebook and Instagram to build awareness of the brand, using reach and frequency buying to achieve wide reach with predictable delivery.
The team also wanted to take advantage of the campaign to test different product sizes. All variables across the two cells remained the same, except the ad creative, which were tailored either the 200ml product or the 330ml product. A broad UK audience of people aged 13 and older saw ads that were also specially adapted for Instagram Stories with engaging full-screen vertical video. People were then polled on brand awareness indicators such as ad recall and intent to purchase, and the results between test groups (who saw the ads) and control group (who did not see the ads) were compared.

Get the juice!


Capri-Sun’s engaging September–October 2019 video campaign successfully reached a wide audience of millions in the UK and measured strong recall and awareness:

  • 26 million people reached

  • 13-point lift in ad recall with best-performing creative

  • 2.2-point lift in brand awareness with best-performing creative

  • 4.2-point lift in action intent with best-performing creative


This blog was taken from Facebook.
 

How did Freenet Funk use Instagram to boost sales

Mobile brand Freenet FUNK boosted incremental activated purchases by 47% in Germany with an Instagram campaign that engaged its young phone addicted target market. 

Happy customers lead app-y lives 


The Freenet group is revolutionising the mobile industry in Germany with an app-led approach that offers flexibility to customers who can choose exactly what they want from their mobile phones on a daily basis. 

“Our ads achieved an incredibly high direct response and ideally matched the attractive product. The campaign was so successful that the planned number of SIM cards for the whole of 2019 was delivered after just 6 weeks."


- Martin Theinert, Team lead display & social platforms, Freenet FUNK.


 

Max growth Min time


Due to reduction of mobile tariff to its essentials: information, ordering, payment and customer service and made it all controllable via a single app, Freenet FUNK wanted to raise awareness of its unique offering, encourage app installs and fundamentally attract new customers. 

Eye-catching ads encourage tapping


The campaign strategy was to develop simple and direct ads to highlight Freenet FUNK’s unique app-based mobile offering. Simple. Created in close cooperation with Facebook, the campaign was targeted to a young tech-savvy demographic who use social networks regularly.
The ads were designed to entice the young target market with a clear and concise message that explained Freenet FUNKs unique service proposition. Running in Germany between May 8th - June 4th 2019 the campaign reached 3.5 million potential customers and managed to achieve; 

  • 47% incremental activated purchases 

  • 50% incremental app instals 

  • 8.5%- point increase in brand awareness 

  • 19%.7- point rise in ad recall


This blog was originally taken from Instagram to read more about Freenet FUNK’s success visit their website.
 

How did YOGA International get 3,510 new trial members?

Find out how this online yoga studio ran poll ads in their Instagram stories, consequently resulting in 3,510 potential new members registering for a free trial membership!

Mindfulness


Yoga International offers more than 2,000 classes online for people of all levels from beginners to qualified yoga instructors anyone can join in. With mobile and TV apps members can access classes and multimedia content on yoga, such as meditation and mindful living tips that you can stream from any device. 
Instagram and Facebook have helped take us from a small concept to a fully-fledged global business. We are able to share our love of yoga with people across the world through social media platforms such as Instagram and Facebook, and our business more than quadrupled since they became our main sources of customer acquisition. In total, we have added about 40 new jobs to our Honesdale, Pennsylvania headquarters. - Todd Wolfenberg, CEO, YOGA INTERNATIONAL.

Worldwide signups 


Yoga international wanted to increase membership globally by enticing people with a free trial membership. They did this by utilising interactive storytelling on Instagram. Instagram is a huge platform with 1 billion active users each month, Yoga International worked alongside digital agency KlientBoost on a campaign to generate free trial membership sign-ups worldwide. In order to achieve this goal, KlientBoost suggested that the business try out interactive poll sticker ads on Instagram stories. Yoga International and KlientBoost worked together to develop multiple ads; photo ads, video ads with GIFs, and regular video ads. Having a selection of ad creative helps to keep the content fresh for viewers, keeping them engaged. 
Yoga International then created a poll that asked “Want 30 days free unlimited Yoga streaming?” possible answers included “Yes” or “Heck Yes”. the poll was shown alongside images or people streaming yoga on their TV holding a pose on their mat. Potential subscribers swiped up to register for a free trial. 
The team directed the ads towards people who would potentially be interested in Yoga content, for example, people who spent some time on the company website, follow the account or had previously begun a registration and abandoned it before submitting. It also showed the ads to Lookalike Audiences based on a custom audience made up of people worldwide who had completed the trial membership registration. The team also selected campaign budget optimisation, which allowed Instagram to give the highest budget to the best performing ads.
Due to the success of this Yoga International has added 40 new employees. The trial memberships campaign, which ran from 15th July- 31st July resulted in the following; 

  • 3,510 new trial members

  • 21% decrease in cost per registration 

  • 18% of sign-ups during the campaign were poll ads 


This blog was originally taken from Instagram to read more about Yoga internationals success visit their website and maybe even sign up for a trail! 
 

Increasing Brand Awareness with Chocomel

Chocomel developed video ads for Facebook and Instagram both feed and stories Increasing Brand Awareness. ThisDutch chocolate milk brand lifted ad recall by 36%—a result 2.5X higher than that for ads adapted from TV commercials.

The goal 


The goal was simple, make its chocolate milk drink Chocomel stand out in December. The company also wanted to test the effectiveness of video ad creative for mobile News Feed and Stories. 

Fun with puns


Every year on December 5 in the Netherlands, there is a tradition of giving chocolate letters to friends and family. In tribute, FrieslandCampina produced special packs of its Chocomel chocolate milk drink. They decided on individual letters of the alphabet replacing the normal label.
The brand team from FrieslandCampina knew from previous campaign measurement studies that Facebook and Instagram were ideal platforms to reach its audience of people in the Netherlands aged 18–45 and to get them excited about its brand message and promote the new packaging.
Using Facebook Creative Shop and the team from creative agency Boomerang, Chocomel created a campaign that was tailor-made for mobile feed and also adapted an existing TV commercial for multiple placements. A multi-cell split test was used to evaluate the performance of each type of creative.
The campaign used automatic placements across Facebook and Instagram, and also ran across other media, including online video, TV commercials and point-of-sale advertising.

Increasing Brand Awareness


FrieslandCampina’s eye-catching campaign meant that it caught the attention of people across the Netherlands. Between October 10–November 22, 2019, the campaign achieved:

    • 36% lift in ad recall from ads specifically created for feed and Stories

 

    • 2.5X higher lift in ad recall than TV ads optimised for Facebook

 

    • 62% decrease in cost per mille (CPM)

 

    • 32% increase in 3-second views

 

    • 2.4X increase in view duration



 
This blog was originally taken from Facebook, for more blogs like this visit Gather Social. 

Lifting Sales with Little Mistress

This luxury fashion eCommerce brand Little Mistress used Black Friday as an opportunity lifting sales by 94%. Compared to the previous years after using polling stickers for its ads in Instagram stories.

Accessible fashion 


Little Mistress is a woman fashion label that turns the latest catwalk trends into accessible and affordable luxury clothing. The “Party Guilt-Free” Campaign has been a great success for Little Mistress working with visualsoft and Instagram. Providing a considerable lift in sales. After initially being unsure of the value of paid social media, Visualsoft was able to provide proof of actual monetary value, and a difference to their bottom line.

Lifting sales and campaign awareness


Little Mistress wanted to reach its target audience of ethical fashionistas with its “Party Guilt-Free” campaign. This featured collections that are made with recycled materials and designed by notable influencers. It also wanted to prove the incremental value that Instagram ads have for the business.

Engaging questions 


Little Mistress wanted to showcase its products whilst pushing an ethical message. The brand was selected for a fully funded Instagram product test. Together with visualsoft, they developed a campaign for Instagram Stories using interactive polling stickers. Little Mistress used the polling stickers to ask people to guess how many recycled plastic bottles were used to create a series of outfits from its collection. This interactive element on top of product images made the campaign more memorable, especially as the high number of recycled bottles was typically a huge surprise.
The ad was designed to match the bold, high-impact nature of Little Mistress designs. After the polling stickers, an end screen featured the words “Party Guilt-Free with our new sustainable collection”. They were then instructed to swipe up to visit the Little Mistress website.
 
This product test helped Little Mistress reach a huge audience that it would not have otherwise, increasing awareness significantly, and later incorporated the test into its Black Friday sales strategy by retargeting ads to this audience. The company ran a conversion lift study to measure the impact of the Instagram ads during its October 24–November 7, 2019 campaign, which achieved:

  • 24% lift in “add to cart” conversions from best-performing ad

  • 94% increase in Black Friday sales compared to the previous year

  • 2.8 million people reached


This blog was originally taken from Instagram, to read more blogs like this visit our website

Milton & Goose 

This online children toy company used Instagram to build a toy empire of young parents who share its unique product, ultimately increasing its end-of-year holiday sales by 2.8X compared to the previous year. 

Toys for everyone


Founded in 2017, Milton & Goose sells nontoxic, sustainable, heirloom-quality toys that embody modern aesthetics and that are made in the US with top- quality wood. The company got its start when founder Shari Raymon was unable to find a play kitchen for her one-year-old son that met her high standards.

“To say our business was built on Instagram is not an overstatement. This is how so many of our customers found us. We launched in July 2017 with zero followers and didn’t realise at the time what a big role Instagram would play in the success of the business. It has led us to incredible media exposure, key contacts and retail opportunities."


- Shay Raymond, Founder Milton & Goose


Engaging customers 


 Since M&G’s products start at $400, few people will buy them on impulse. On average, shoppers interact with the brand four times before they finally make a purchase. Therefore M&G needed to ensure that they are constantly producing engaging content for potential customers to engage with. 

Mixing it up 


In order to reach more potential customers and ensure that M&G would stay in peoples minds alongside brands people already knew about, Shari turned to Instagram. This platform was ideal for showcasing the brand and what it stands for. Particularly when kids were pictured playing with its child-sized kitchen and furniture Shari found that posts don’t necessarily have to belong short and sweet captions are a simple yet effective way of enticing customers. 
Shari encourages customers to engage with the brand after their purchases. When M&G ships an order, it drops a card into the package to inspire customers to share photos of there experience with there Instagram followers and tag the brand. This kind of content is great for people to see exactly what it would look like in a home environment creating trust in the brand. 
When the customers tags their photos with @miltonandgoose, Shari can reshare the photos on the company’s Instagram account which then directly feeds into the website. Instagram has provided broad exposure for M&G, and Shari estimates that about 50% of her customers have discovered the brand via the platform. Instagram has also helped with the following; 

  • 50% of customers discovered Milton & Goose on Instagram 

  • 2.8X increase in fourth-quarter holiday sales over the previous year 

  • 4.6X increase in 2018 Black Friday sales over the previous year

  • 38% of unique visitors to website referred by Instagram or Facebook (fourth quarter 2018)


 
This blog was originally taken from Instagram to lead more at Milton & Goose check out the website or take a look at where it all started there Instagram page. 

Social Success Webinar

How important is social media today, next week, next month & next year for your business?  At Gather Social, we work with businesses of all sizes. The one common theme we have seen across our client portfolio is the craziness of analytics. That's why on Thursday 30th April 2020, 11:00 – 12:00 BST we will be hosting a webinar. During this 1 hour period, we will examine some real-time data which supports the changing nature of the world amid the COVID-19 pandemic.  Analysing both internal and external data, we will discuss the power of social media and why it should be your go-to marketing vehicle, during and post-pandemic.  Topics to be covered during the webinar:
  • Global communication data
  • Growth in social media usage
  • Changes in content consumption
  • The importance of building your brand
  • Underpriced attention
  • Data collection and reduction in advertising costs
  • The opportunity
After discussing these topics the webinar will summarise what we have learned about human communication, and what trends may be here to stay you will be free to ask any questions you like.   Look forward to seeing you on the webinar! You can book your FREE ticket here. Check out our website and book your very own FREE social media workshop.  

Social Success- Pinko

Using Facebook Attribution, an Italian fashion brand tracked a campaign aimed at women in key countries around the world, resulting in an 8.8X increase in purchase conversions and a 79% higher return on ad spend.

Fashion Forward


Founded in Italy in the late 1980s, PINKO is a fashion brand made forstrong, independent women. Theireclectic and contemporary collections appeal to those looking for a unique style.The brand currently has 242 stores and is still expanding around the world. 
The brand aimed to increase online sales and boost sales and visits for its physical retail stores. It also wanted to expand into new markets, including the US. In order to do this,theytargeted an audience of women aged 18–54 with interests including fashion, luxury fashion, fashion shoppers and PINKO competitors. 
The advertising and technology team at PINKO's agencyIntarget helped the company create a campaign that could be measured throughout each phase. Using several platforms- mainly focusing on Instagram and Facebook, they wanted to increase brand awareness with the campaign. They used Facebook Insights to establish their target audiences. 

The Strategy


PINKO’s campaign strategy aimed to cover the entire customer journey, by creating different types of ads best suited to each of its target audiences at each stage, they were able to achieve this. The ad creative was adapted and tested in several formats, including photo, video, Stories and carousel. They launched the campaign in a range of countries including Italy, France, Spain, Russia, German, Poland, Belgium and the US. The campaign was also targeted to prospective customers who visit or make purchases on their website.

Targeting the right consumer


The fashion brand used Facebook Attribution during the campaign to understand the impact its ads were having on purchases. As the typical PINKO shopper makes their purchases online, Facebook Attribution was used to see how the campaign drove specific actions in later stages of the customer journey, particularly the “add-to-cart” and “purchase” steps. 
Facebook Attribution showed PINKO that its April–July 2019 campaign had increased engagement and purchases, and yielded a much higher return on ad spend compared to previous campaigns. The results showed a4.3X lift in add-to-cart conversions as well as 8.8X lift in purchase conversions. It also showed a 98% lower cost per purchase and 79% lift in return on ad spend.
Read our other blogs here! Check out PINKO's website here. 

Using Online Ads To Boost Sales For Nail Brand Gelato Factory

Gelato Factory is a self- nail art brand which offers trendy nail sticker designs. They decided toutilised online platforms such as Instagram increasing sales and expanding into the Japanese market. Resulting in return on ad spend.
In Japan, social media is used to promote a brands message to the masses. By collaboration with online creators and brands are able to advertise their message and boost both brand awareness and conversation rates. Branded content ads are highly effective therefore Gelato Factory decided to use this to optimize its ad campaigns and as a result lower its costs.

The goal 


The goal was to expand into the Japanese market using localised ad content and therefore improve the brand's credibility by collaborating with local and influential content creators who have a huge following of potential customers.

Working with social media influencers  


Gelato Factory decided on products they were going to focus on during this online campaign, creating online photo and video ads. Creators would then post this content to their following allowing them to reach a whole new demographic of people. Gelato Factory had previously found localising content for new markets could be tricky. However, by utilising branded content ads in partnership with local creators, it was able to successfully reach a local audience.
This resulted in Gelato factors accurately capturing and analysing the results of the campaign with Facebook's marketing science team resulting in the following:

Social media success


The branded content ads gave tangible results, showing that Instagram is indeed an effective cross- border tool to reach people. This campaign ran from December 23, 2019–January 6, 2020, and resulted in:

  • 20% increase in return on ad spend

  • 29% decrease in cost per purchase

  • 27% decrease in cost per person reached


 
This blog was originally taken from Instagram, to read more blogs like this visit our website
Take your marketing strategy to the next level.