Dinner in The Sky wanted to test if a video campaign would be more profitable than their usual course of action.
Dinner in the sky
Dinner in The Sky wanted to test if a video campaign would be more profitable than their usual course of action, and they felt that a pandemic was the ideal time to do it. They asked for 300 couple-registrations for Valentine’s Day. We gave them 735.
What made this extra challenging, was the fact that Dinner in The Sky doesn’t use an e-commerce platform. People had to personally send them an email. Quite an ask for the B2C market. Oh, and we had 6 weeks to deliver…
Since we’re a bunch of overachievers, we just had to get as many qualitative leads as possible. To do that, we made use of three insights to target the right people, with the right content on the right channels.
1. Smart targeting
If you know your audience, you can target more (cost-)effectively. Luckily, Facebook and friends know exactly what your audience likes. We chose to target people that love a challenge and extravagant experiences as they are more likely to convert.
2. Tailor content to the channel
Every channel has its preferred format. The goal is to fill the screen of your viewer, so there’s no room for competition. You want to be seen. That’s why we created our single video in 6 different formats.
3. Optimizing on the fly
The best thing you can do for your campaign is follow up while it’s running. The data you get right then and there is invaluable. This helped us overachieve in two ways:
Remember how we had 6 weeks to deliver? Well, it only took us 4 weeks to reach 180k people. Of those, 735 couples registered via email. This means that we doubled the expected profit, which estimated comes down to about €60.000. This effectively halved our projected cost per lead.
On top of all that, we got another 250 qualitative leads that can be nurtured throughout the coming months. Not bad for a “test” right?
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