Paid Social
All Press Espresso
Brand
All Press Espresso is a coffee brand that supplies cafes across the world, as well as running a B2C online store.
Skills
Instagram ads
Objective
Grow the following of the UK Instagram page through the implementation of a giveaway competition.
Challenge
Having created a new Instagram account for the UK, All Press Espresso wanted to quickly gain new followers through the use of a giveaway competition, to be promoted through paid social ads.
The 30-day competition would feature the prize of a coffee machine (RRP £3000), as well as a 6-month coffee subscription. As this was a new venture for the All Press team, they were willing to take our guidance and advice as to budget, creative, targeting and competition mechanics.
Strategy & Execution
Having set up a kick-off call, we chose to keep the entry requirements simple, to follow the account, like the post and tag two friends in the comments to further push organic reach. As well as this we ironed out other details such as the creative used, opting for a single image that heavily features the competition's substantial prize. This would be posted on their page organically and then boosted by us. We then advised on a budget that would allow us to target a mix of existing customers and people who were unexposed to the brand but were likely to have an interest in coffee. The objective was not just to gain followers in the short term, but to build a relevant audience pool that could potentially become converters in the future.
We used post engagement as the campaign objective and only ran the ad on Instagram placements so users could comment on it without having to leave the Instagram platform, removing as many obstacles as possible.
We saw a fast-paced growth of followers towards the start of the campaign which slowly petered out as the competition went on. This is a trend we expected to see as the already engaged audience buckets began to empty. To combat an increase in frequency here, we turned these audiences off partway through the campaign and reallocated the budget to other high performing prospecting audiences as well as new ones to test.
Results
By the end of the competition, the AllPressEspressoUK page had gained over 13,000 followers, going above and beyond the client's 5,000 KPI. We now look forward to further building our relationship with the brand and assisting them to capitalise on the new audience reach through the use of paid social ads. Having a next step after running a competition like this is important as you then have the opportunity to convert your new following while the brand is fresh in their minds. In this case, All Press Espresso utilised a discount code for first-time buyers to push the audience to that frost transaction.
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