A leading importer of fine quality meats, JP Imports approached us in order to help them penetrate the consumer market.
As a result of the COVID-19 pandemic, JP Imports approached us in order to shift their sales strategy toward the consumer market. We identified Facebook direct response advertising as the quickest and most effective method for JP Imports to scale their revenue, and launched several campaigns geared at generating message conversations with prospects.
JP Imports' area of strength is product quality, as they only source from world-leading producers.
We knew that they key challenge was customer acquisition. Once the first sale was made, we would effectively retain customers and increase market share as a result of the quality of the product.
We sought to generate messenger leads with a purpose.
The idea was to spark messenger conversations with prospects, and then direct them to a menu post that was pinned to the top of JP Imports' Facebook page throughout the campaign.
The menu was split into several sections, based on JP Imports’ different product lines. Each item on the menu had an approximate weight listed beside it; as JP Imports are wholesalers, and therefore sell their product as whole pieces.
This served as a point of reference for customers, enabling them to comfortably browse through products and place orders via telephone or Facebook messenger itself.
Targeting the right consumers
As an agency purely focused on sales, we wanted to generate messages from target prospects that usually made in-store purchases. We therefore set up three strands of targeting, analysing the returns from each audience and optimising JP Imports’ budget to focus on the best performing ones.
01
Females that were married or in a relationship
02
All parents aged below 55 years old
03
Males and females aged between 25-55 whose online behaviour displayed interest in butcher-related products
Testing & Optimisation
Each audience type was targeted with several different ads, each mixing up different variations and combinations of creatives and copywriting.
So we leveraged it in our favour...
We used customer-generated content to run a set of testimonial campaigns
These ads create a strong trust between the brand and the audience, since they effectively instil social proof around the brand’s credibility.
This particular ad (right) used a customer’s testimonial and image. Within a week, it doubled tomahawk steak sales.
These ads create a strong trust between the brand and the audience, since they effectively instil social proof around the brand’s credibility.
This particular ad (below) used a customer’s testimonial and image. Within a week, it doubled tomahawk steak sales.
Within two months, we exponentially grew JP Imports' market share in the consumer sector
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1
Page likes grew from 500 to 5,000
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Impressions
We did it for JP Imports. We can do it for you.
We are sales-driven, data-led and results-based. We will stop at nothing to ensure your brand is growing with speed. Let’s have a chat and see how we can help you.
