Who would have thought just a couple of years ago that an advertising campaign run only on digital media, including the ‘social’ channels of Facebook and Twitter, would produce phenomenal results?
A recent Ocean Basket campaign certainly did. Based on offering a crayfish top-up for just R39, the advertising appeared on various website banners, on Google Advertising, Facebook and an ‘accelerated advertising network’. The two social media platforms carried competitions related to crayfish and other seafood, as well as regular status updates.
The existing ‘Fancy that’ creative platform was tailored for digital application, with an irresistible offer of ‘Crayfish top-up onlee 39 bucks’, with the proviso “Available with any main meal while stocks last” in some of the ads.
Since the campaign only ran for just four weeks,the results were astonishing. Sales of crayfish reached over 7 000 in four days and 50 000 in four weeks! Since the target was to sell 40 000 in eight weeks, 125% of target was achieved in half the time.
While this campaign undoubtedly underlines the power of digital marketing, it also proves the unwavering popularity of Ocean Basket in terms of sheer value for money – great product, backed by outstanding service, at seriously affordable prices. Fancy that!