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Campaign Case Study: Barefoot Farm Christmas

Christmas campaign image
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The Background

Barefoot Farm is a small pecan farm and health food manufacturer operating out of the beautiful NSW Northern Rivers. Competing for attention and market-share in an increasingly competitive landscape and battling the effects of the devastating drought gripping much of the country, the folks at Barefoot needed a solution to drive sales in the lead up to Christmas.

barefoot farm Byron sign
Barefoot Farm Byron, Eltham NSW

The Plan

With a limited budget for ad spend, we needed a carefully crafted strategy that delivered a guaranteed return on investment. We decided to take advantage of the incredible culinary background wielded by Ash & Matt at Barefoot Farm (both used to earn a crust as chefs in hatted restaurants) and held a magical Christmas photo shoot at their gorgeous café – Eltham Pantry.

We asked them to whip up a picture perfect, Christmas lunch feast using Barefoot Farm products. They didn’t disappoint! Gorgeous grazing platters, an incredible rack of lamb cutlets crusted with their Spiced Pecan Dukkah, salads sprinkled with their delicious roasted pecans, pecan studded Christmas pudding, a mouth-watering glazed ham and even pecan pie martinis!

Christmas campaigns can be tricky to get right – every man and his dog is trying to sell you something; we planned to cut through the clutter by inviting people to enjoy a uniquely Barefoot Christmas.

This wasn’t going to be a couple of ads featuring a picture of some nuts and a tagline saying “It’s Christmas, buy this” – we wanted paint a picture of an amazing Barefoot Christmas day spread. We showed people what a Barefoot Christmas could look like; could smell like; could taste like; this was going to be a showcase of how two chefs with a passion for barefoot farming and great food do Christmas!

christmas campaign image
A Barefoot Christmas lunch

The Parts

The plan was a carefully targeted Facebook & Instagram campaign, running a combination of ads, sponsored posts and organic content, collecting data and optimising creative and strategy throughout.  

We designed a special Barefoot Christmas homepage for the website; a special landing page to welcome traffic from the Christmas campaign and further extend the invitation for potential customers to enjoy their own Barefoot Christmas.

Facebook & Instagram

The Facebook campaign involved two strategies: driving traffic and remarketing.

Driving Traffic

We ran a series of ad sets with the end goal of driving targeted traffic to the Barefoot Website. We targeted relevant interest categories that included people with interests ranging from healthy and organic food to paddock to plate farming and general foodies. The idea was to target people who were interested in good quality food and specific food production principles and drive as many of these people to the website as possible. 

Remarketing

The second part of the Facebook campaign was remarketing. We set up a very detailed collection of remarketing strategies to target specific behaviour of anyone that had interacted with the Barefoot website or social media channels. We used a range of remarketing strategies including:

  • General Remarketing – targeting anyone that had visited the Barefoot website or social media pages
  • Cart abandonment – targeting people that had added a product to their shopping cart or started the checkout process but did not complete a purchase
  • Social media engagement remarketing – targeting people that had engaged with any of Barefoot’s social media channels
  • Specific behaviour remarketing – targeting people that had behaved in a certain manner on the Barefoot website

We also took advantage of Facebook’s lookalike audience tool to build audiences of people with demographic, interest category or behavioural similarities to specific audiences we were already targeting.

To simplify it all, the traffic strategy was used to cast as wide a net as possible. The remarketing strategy was used to tighten and close the net.

Website

The website was the most important part of the campaign. We could have executed the most amazing social media strategy the world has ever seen, but if the website wasn’t set up to receive the campaign traffic and drive conversions, the social media side would have been for nothing.

As mentioned above, we designed a special Christmas homepage for the campaign, featuring unique Barefoot Christmas design cues and messaging and using the amazing imagery from the Christmas lunch photoshoot. The goal was to extend the invitation of a Barefoot Christmas, while making it as easy as possible for people to navigate the website and make a purchase.

To further drive conversions, we used Google Optimize to set up an a/b test where we tested two different versions of the page. 50% of visitors saw version a of the page, 50% of visitors saw version b and we monitored the results to see which version drove more sales.

Christmas campaign landing page

Contributing Factors

We took advantage of a couple of external campaigns which greatly contributed to sales around the same time.

The One Day Closer to Rain grassroots Facebook campaign was set up to support small businesses directly impacted by the severe drought affecting much of Australia. As described on the Facebook group: “A chance to remove the geographic barrier of face to face sales and an opportunity to support those working hard to provide for their family.”

one day closer to rain facebook image

The NSW Government also launched their Buy Regional initiative to support regional NSW businesses affected by the drought, which also drove a good amount of traffic and sales for Barefoot Farm Byron.

One major factor that contributed to the success of this campaign was the audience engagement that Ash & Matt drove.

They are incredibly passionate about their business, their industry and good food in general. They were constantly engaging with customers on the social media channels, answering questions and giving recommendations about their products. They are so grateful for every sale and they share that love for their customers freely.

The Results

The 2019 Christmas campaign drove some awesome results:

  • A purchase conversion rate of 8.53%
  • Campaign revenue was up 335% over the previous time period
  • An average revenue per customer of $76.02, an increase of 4.7% over the previous time period
  • A 177.94% Return on Investment (ROI)
  • Facebook page following increase of 16%

Final Thoughts

This turned out to be a massively successful campaign for Barefoot Farm Byron. The NSW Northern Rivers is a magical place packed full of amazing producers, which has helped Matt & Ash from Barefoot Farm to develop their brand and its amazing products.

They already have a fantastic and ever evolving collection of some of the most delicious treats you’ll ever try. Combine their experience in the world of culinary arts, the enchanting creative environment of the Northern Rivers and their passion for what they do and they have the recipe for an incredibly successful business.

All they needed was a bit of Christmas flair and strategy, which we were happy to provide. Keen an eye out for the Barefoot Farm Byron brand – we wager that their amazing pecans and other delightful delicacies will be in a shop near you very soon!

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Search Engine Marketing (SEM)

SEM is an umbrella term used to describe any activity that uses search engines to promote your website and/or business. The two main components of SEM are PPC advertising (pay-per-click) and SEO (Search Engine Optimisation).

PPC Advertising is the practice of running paid ads on a publisher’s network to drive traffic to a website – you’re essentially paying for people to visit your website.

PPS involves targeting specific keywords or phrases or even targeting a topic, so that when someone visits Google and searches the keyword you’re targeting, your advertisement can appear and you will be charged if that person clicks on your ad.

Prices can vary wildly depending on how many businesses are targeting that specific keyword, but if you pay $5 for someone to click on your ad and visit your website and that person purchases a product worth $100, that’s a pretty great return!

When PPC is done right, it can achieve sensational results for your business.

Search Engine Optimisation (SEO)

SEO is all about organic traffic, or traffic that you haven’t paid for.

Organic traffic is the art of increasing the quantity and quality of traffic to your website from people making search queries in search engines like Google, Bing & Yahoo.

Organic Traffic is incredibly valuable to the success of your website and your business. People that find your website through a search engine are more valuable as those people are specifically searching for something related to your business. They’re already actively engaging with what you have to offer when they reach your website.

SEO covers a wide range of work but focuses on two areas – on page optimisation and off page optimisation.

On Page Optimisation involves making sure your website is easy to use, is well designed, has plenty of fresh, relevant content and adheres to technical specifications that search engines like to see.

Off Page Optimisation involves work done outside of your website that improves your search rankings. This can include building links from other websites to your website, social media activity & engagement as well as local SEO.

SEO can be a bit overwhelming, but is definitely worth it if you want your website to be achieving the best possible results. Lion & Lamb will work closely with you to understand your business and product or service offering to ensure that we are driving the highest quality traffic to your website.

EMAIL MARKETING

Email marketing is one of the most valuable and effective tools in your marketing toolbox. It’s cheap, can reach large audiences and provides valuable data about content that works and content that doesn’t. You might associate email marketing with all the spam in your inbox, but a well-crafted email campaign shouldn’t feel like spam at all.

A great email marketing campaign can:

improve customer relationships – email marketing relies on people having given their email address to you in return for news, updates, events or any other pertinent information about your business that a customer or client may find valuable. When you send out a thoughtful email with an exciting update, your customers know that you’re thinking about them.

Promote your knowledge – chances are that if you’re a small business owner, you’re an expert in your field. Not every email needs to be selling something – you can give your customers some insight on a product or a trend from the perspective of an expert and further engage your customers.

Gather valuable information – depending on the program you use to send your business email campaigns, you should have access to a treasure trove of information about how many people opened the email, how long they had the email open, what content was received better, what subject lines work better, what factors sent people to your website or even what factors led to a purchase.

With this information, you can constantly improve your campaigns for better results.

If you’re interested in running an email marketing campaign, get in touch for a chat! We’ll sit down with you to work out what you want to promote and how to go about it. We can then design a stunning email campaign for you that reaches your customers, says the right thing and gets results!

BRANDING

Branding is a mixture of strategy, marketing, design and communication.

A well-designed and executed brand is so much more than a logo and a style guide; it tells a story about your business- who you are, what you do and how you do it. Your branding should dictate how and where you talk to your customers and how a customer should feel after interacting with you.

A weak brand means a business is already playing catch up with the competition.

Every business needs a strong brand to ensure the best possible public perception of who you are and what you do. A strong, unique brand is important for:

Standing out from the crowd – why be another boring corporate copy when you can be unique? An exceptional brand is a steppingstone to exceptional results.

Brand awareness and recognition – a unique and memorable brand stays in a customer’s head. If they have a great first interaction with your business, the next time they’re in need of your product or service, they’ll think of you!

Telling your brand story – your brand helps give potential customers an idea what to expect to expect from your business overall as well as your products or service. Cheap brand, cheap company. Fantastic brand, amazing products and service!

Encouraging your whole business – a fun and lively brand can help motivate staff and other internal stakeholders. Give your people something to be excited about!

Generating more business – word of mouth is one of the most powerful tools for any business. A customer that’s enjoyed your brand and had a positive experience with your business is far more likely to recommend you to friends or family, so give them a reason to pass on the good word!

A great brand should give your business, your staff and your customers direction and value. When we work with a business to develop their brand, we don’t just play around with a logo and a font and send you away. We sit down with you and work to understand your business, your products or service and what sets you apart from the others.

You’re proud of your business and what you do – make sure others can see that!

GRAPHIC DESIGN

A stunning piece of graphic design is not only a joy to look at, it can be the main factor in making a sale or signing up a new customer.

Like branding, graphic design says a lot about your business. Good graphic design isn’t just about creating a pretty picture; graphic design is communication. Graphic design is how you exhibit your business, your products or your services to your target market.

To earn a new customer, the customer needs to be interested in your product, right? So how do you create that interest? You make it look good!

Graphic design encompasses anything from internal company communications to product catalogues; online advertisements to business cards.

If something can be created, graphic design can be used to make it look amazing.

Lion & Lamb has a passion for good design as that’s where our business started.

SOCIAL MEDIA

Social media is a complex beast and can be difficult to get right. There are always new social media platforms appearing and existing platforms fading away into obscurity. One social media channel may be a great way to reach one demographic, but terrible for another demographic. There are so many platforms, so many methods to engage with, constant changes in trends, usage and content.

How do you keep on top of everything?

Don’t worry about it! We live and breathe social media and are always up to date on what’s trending, how to reach the right audience and how to craft the perfect message for them.

Social media is a powerful tool to engage with existing and potential customers. It can be so helpful to:

  • Create valuable dialogue between your business and exiting or potential customers (i.e. customer service, support etc.)
  • Promote brand awareness
  • Drive traffic to your website
  • Improve conversion rates both on and offline

We work with you to identify your key objectives, which channels to use and how to pull it all off. We’ll then push the button and you can sit back and watch the results roll in.

STRATEGY

Marketing strategy is a vital part of the success of any business and is all too often overlooked. Everyone has a general idea of what marketing is and the benefits it can provide for a business, but a well-defined marketing strategy is worth its weight in gold.

We will sit down with you and go through EVERYTHING! We’ll pepper you with questions to make sure that we understand every aspect of your business because, as they say, knowledge is power.

A great marketing strategy takes into account your business, your product and/or services, your target market, your competitors, your budget; pretty much everything that might impact your business and your ability to earn new business.

Because no two businesses are the same, a marketing strategy works best when it’s customized to your business. When we have every scrap of data and information we can possibly find, we’ll start with three important steps:

  1. What makes your business awesome?
  2. How do we let people know about your awesome business
  3. How to we persuade people to choose your business

We’ll work through these 3 steps with you before developing a comprehensive marketing strategy outlining what marketing channels you should be using, how you should be using them and a timeline to wrap it all up.

You’re free to use this plan however you wish. We can partner with you as your external marketing team and manage the whole plan, we can implement parts of it or you can take the plan and use it yourself!

If you’re not sure about something or you have some thoughts on how to improve the strategy, we’re a phone call away. Even better, drop by for a coffee and a chat! We’ll never understand your business or your industry as deeply as you do, so your input is vital.

Our success depends on your success, so we’re dedicated to perfecting a marketing strategy that works for you.

WEBSITES

A website can be the most valuable asset of your business. A well designed and built website can:

  • Help you reach new customers – a website is an extension of your business and a well-designed website can reach and earn your business new customers that might never have known about you without you needing to lift a finger! A professionally designed website also adds credibility to your business and helps build trust between you and potential customers.

  • Build your brand – a well-designed website can act as an incredibly powerful sales tool for your business. By displaying your product or service offering the right way, your website is effectively marketing your business to people 24/7, 365 days a year.

    People can interact with your business in their own way and time, while you can sit back and watch cheap, qualified leads fall into your business.

  • Gather important information – everyone is online these days. Whether they’re on their phone, tablet, computer, smart speaker or even in their car, the internet is a part of our lives.

    With so many people spending so much time online, a website can help capture valuable information about current trends, what people do online and most importantly, how they interact with your website. Imagine being able to track someone around a store and know how they feel, what they think about different products and whether they will buy something or not. Sounds amazing, right?

  • Share the right information – a website is such a powerful informational resource. If your business depends on sharing important information with existing or potential customers, a website is vital.

    You can share product or service tips, allow customers to leave reviews, share news about new products or an exciting industry event; the options are limitless and the benefits for your customers, your business and your brand are incredible.

  • It cuts costs – A well designed website can sell directly to customers; it can provide essential information to help a potential customer make up their mind; it’s a perfect platform to advertise your business and once it’s up and running, it’s yours to do with as you please.

    Customer service, sales, advertising and so much more all from your website means fewer overheads for other parts of your business.
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