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Case Study

Queen Fine Foods

How a Facebook promotion increased quality newsletter subscribers by 2,317%!

  • FB Ads

The Challenge

Queen contacted Reload Media to help grow their email database by attracting new, qualified customers that they could start having engaging conversations with. 

Queen Fine Foods is Australia’s leading producer of pure vanilla extracts and essences with a range of colourings, decorations and syrups. They have been developing their social and digital audience over the past five years through a range of competitions, daily recipes and newsletters. 

Having recently revamped their website and brand, Queen wanted to place a much larger focus on connecting with their customers through their Baking Club, a regular email communication featuring recipes, news, tutorials and tips. 

The Solution

Queen knew that the first step to engaging their audience was to strengthen their customer and prospect customer databases. They already had a fantastic newsletter strategy in place, but they needed help boosting their subscriber numbers. Queen Fine Foods and Reload Media collaborated closely to come up with three core objectives:
  • Primary Objective: Increase new weekly Baking Club sign ups by 150%
  • Secondary Objective #1: Increase web sessions to the recipe section of the website by 30% per month
  • Secondary Objective #2: Increase peak daily visits by 100%
The Reload team discovered that the Facebook ads promoting Queen’s free recipe book (available to users who enter the competition and join the database) were bringing in the most entries.Reload were able to dynamically switch focus to these ads throughout the campaign in order to further drive results.

The Process

Assisting with Queen Fine Food’s ‘Crazy Cupcake’ competition and recommending tactics and tools to grow their database as per the objective.

Setting up a custom promotional app on a landing page to encourage users to enter their details for the competition.

Sending traffic to the custom promotional app via strategic Pay Per Click Advertising across Google Search, Google Display and Facebook.

Consistently optimising ad copy within the campaign to find the most magnetic advertising and highest converting ad copy.

The team at Reload are such a pleasure to work with. They are focussed on client objectives, passionate, bring new ideas to the table, are nimble and positive. Their ability to help us change activities in the middle of the campaign and deliver such outstanding results exemplifies this.

Renee Macdonald, Digital Marketing Manager

The Results

As a result of this digital activity across Google and Facebook, Reload were able to help Queen achieve a 2,317% increase in Baking Club sign ups (1,445% higher than the campaign objective). Website sessions to the recipe section of the site also increased by over 100% during the campaign period (233% higher than campaign objective), with peak daily visits also increasing by 200% (100% higher than campaign objective)

2,317%

INCREASE IN NEWSLETTER SIGNUPS

200%

INCREASE IN PEAK DAILY VISITS DURING CAMPAIGN PERIOD

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