Delivering 4.5x ROI for one of London’s most high-end tea rooms
The Project
L’Eto, a high-end tea room with 5 beautiful London locations, approached The Brains requesting increased online cake sales. The client had been seeing plenty of success on the shop floor, but the challenge was replicating this in the digital world. Our Brains knew that creating a powerful campaign for this brand would require detailed audience analysis, so we set to work.
Knowing your audience is about more than understanding why they might want to purchase from you. Effective marketing strategies take a prospect’s lifestyle, habits and ambitions all into account.
Charly Chow
Strategy Director at The Brains
Project Summary
- We began our partnership with L’Eto by diving into their existing consumers and figuring out what they loved about the brand
- From there, we conducted additional audience research to locate people with similar characteristics and expand the client’s reach online
- Our award-winning paid social Brains then set to work creating Facebook and Instagram campaigns for the client, engaging prospects with enticing ads and offers
- We then added an additional, location-based layer to the campaign, targeting people situated nearby the individual tea rooms
After 3 months of working with us, the client saw…
21%
Decrease in cost per sale
4.5
Return on marketing spend
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Our Objectives
As part of their growth strategy, L’Eto were looking to increase their number of online cake sales. Given that their cakes were at the higher end of the market compared to other tea rooms, the challenge was two-fold; The Brains had to identify communities of cake lovers online with the means to make regular purchases, and also convince these individuals that L’Eto was offering the very best quality & selection.
Project Story
1.
After some initial discussions and workshopping with the client, we decided our solution would be to run a Facebook & Instagram campaign aimed at engaging both L’Eto’s existing community, and more importantly, new potential customers.
2.
The first step was to analyse the client’s existing customers and use metrics such as age, gender, income, interests & purchasing behaviour to create new audiences to market to. Ensuring that these new audiences had similar characteristics to the client’s existing customers was vital as this would ensure the prospects would be in the correct financial position to purchase.
Attracting leads is only useful for your business if those leads are ready to convert. Establishing and testing various audiences can completely transform the success of your campaign.
Nadya Kosseva
Paid Search Executive at The Brains
3.
Once the primary audiences were established and the campaigns had started to see results, we consulted with the client and decided to layer the campaign even further. For this second stage, we targeted people located near the client’s individual London cafés, featuring local offers and promotions.
After just a few months, our work has enabled the client to not only upsell to existing customers, but also make a brand new audience aware of their unique (and delicious) offerings!
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