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Case study: Potage · Facebook and Instagram ads
A social media advertising case study: Facebook and Instagram ads for Potage, a London fresh meal delivery service, with 48% lower cost per result.
About the client
Potage cooks and delivers fresh, sustainable meals to homes and businesses in and around London. Meal delivery is a market built on convenience and trust. People are busy and want good food without shopping and cooking from scratch, but they also want to know where it comes from, how it is made and whether it suits the way they eat.
London is a demanding place to sell food. There are many delivery services, restaurants and grocery apps all within reach of the same customers, and people are used to switching between them. A fresh meal service has to win a customer's first order and then give them reasons to come back, and the first order is usually where advertising earns its keep.
Potage first came to DPOM at the beginning of January 2019 for Google Ads management. As the company grew and its return on investment improved, it asked for another way to build brand awareness and find more customers. That is where Facebook and Instagram advertising came in.
Food is a naturally visual product, which is why those two platforms suit it. A well-made photograph of a meal can do the work of a long description, and people scrolling in the evening, when thoughts turn to dinner, are in a good frame of mind to notice it. Search ads reach people who have decided to look for a service, while social ads reach people who had not yet thought of it, so the two do different jobs.
Potage added paid social advertising with DPOM in November 2019, so this case study covers a client that had already seen Google Ads pay back before it took the next step.
The challenge
With Google Ads running and the return on investment improving, Potage wanted a second way to generate brand awareness and increase its customer base.
Given the nature of what Potage does, cooking and delivering meals, we suggested Instagram and Facebook as the way to generate interest in its meals. The job was to reach people in London who might want fresh food delivered, and turn that interest into sales.
What we did
We used Facebook and Instagram to reach an audience in the London area who might be interested in Potage's food and service, using different ad types to see what held attention.
A single image ad shows one picture. A video ad plays a short film. A carousel ad lets people swipe through several images or cards in one ad. Using all three means the account can show which format brings in the most interest.
The results
By using both Facebook and Instagram, and a range of ad types, we generated a substantial level of relevant and engaged traffic to the Potage website, resulting in increased sales.
Put together, sales are up 71% and ad clicks are up 38%, while cost per result is down 48% and cost is down 12%.
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CPR stands for cost per result: the ad cost divided by the number of results, whatever the campaign was set up to win. On this account it fell by 48%.
Single image, video and carousel ads, on Facebook and Instagram.
Given the nature of what Potage does, we suggested Instagram and Facebook to help generate interest in its meals. The ads were aimed at people in the London area who might be interested in the food and service.
No. Every account starts from a different place. These figures are what happened for Potage, not a promise of what will happen for you.
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