The Concept, The Client &
The Challenge
The Client
Edible® celebrates life’s special moments with a gift or treat that’s carefully crafted. Celebrate birthday, get-togethers, or even just because, their assortment of freshly made gifts is just what you need. Every gift and every treat are made fresh by a Fruit Expert® at one of their 1,200+ independently owned franchise locations.
The Challenge
- Solve local maketing
- Custom, localized creative support
- Address impression inequity
- Introduce an omnichannel approach
Keep it simple
We made it local
Digital Marketing can be scary to a small business operator with limited experience in the space. We focused on 2 or 3 tactics where we saw the best opportunity for impression efficiency. In this case, it was namely Facebook/Instagram Ads and YouTube pre-roll ads. To work more of the funnel and create more holistic campaigns for specific holidays and occasions, we introduced tactics like Local Streaming TV and Radio. Our model was consistent, easy to understand, and easy to measure.
Trying to sell “wicked awesome smoothies” makes sense in Boston, but maybe not Detroit. In A/B testing, we found that localization of the creative, along with dynamic, location-specific ad copy made a positive difference.
Custom creative
We satisfied an appetite for
localized creative
One of the first things we heard from Edible® franchisees was that they wanted more custom, localized creative support which can be difficult for the corporate office to execute. At Bee Local, we drive campaign ideation, messaging, and creative. Once completed, we focus on the campaign execution and optimization. This combination allows us to leverage market-specific consumer research and trends, identify appropriate digital marketing targeting personas, and create localized assets to execute against that vision.
Impression
We addressed
impression inequity.
Algorithm-based bidding platforms like Google or Facebook ads stay within targeting guardrails you put in place and optimize ad delivery to the overarching objective. For example: If you tell Google to optimize for conversion, it will show ads more often to audience segments, device types, locations, etc. that are most likely to convert. When you give that algorithm a lot of physical room to work– say, the Continental U.S. — it will almost always result in impressions favoring larger DMAs. So, even though a single-unit franchise owner in Pittsburgh may contribute the same amount to the National Advertising Fund as one of the locations in NYC, they won’t necessarily receive the same volume of impressions. To address this, Bee Local created campaigns at the individual location level, complete with targeting, unique messaging, and equitable budgets. This helped make sure every franchise owner got a fair share by addressing spend and impression equity. All while not decreasing overall efficiency.
Impression
We introduced an
omnichannel approach.
Many retailers struggle to make online and offline sales channels work together. Some, like Best Buy and Walmart, are doing it right. Others, such as Pier 1, not so much. With franchises in particular, there can be a store vs. web mentality instead of a store + web mantra. While we couldn’t control the national advertising activity and how various digital touchpoints were leveraged to drive store location awareness, our ads and content provided consumers the information and methods to easily purchase in any available channel — Click, Call or Visit. We were careful to include dynamic store location information, call now CTAs or post copy, sometimes a map card, and almost always a way to buy online.
About The Project
The Results
- Ads delivered in historically underserved markets performed exceptionally well. Conventional thinking might suggest that areas lacking high-arching brand campaigns would deliver lesser results down the funnel, but this was not the case.
- Major performance differences within markets were not tied to demographic targeting, but product diversification. For example: In “sports towns”, a local team-inspired message did not perform well enough to beat Edible(R) key occasion messaging. Performance around new products (like cheesecakes and cookies) varied considerably from market to market.
- The right creative type for the right campaign objective is critical. For Facebook Ads, the campaign objective sets the tone for ad delivery and using short-form videos with a conversion objective may miss the mark; Views or Reach are a better match. With endless combinations of ad types and objectives, it took some time to build the right matrix. Now that we have it, we can typically predict campaign performance with surgical accuracy.