We began work on this campaign by establishing target audiences alongside Crave’s Marketing Manager, CEO and COO. Following this, we decided LinkedIn and Facebook were the core channels to focus on to build awareness and gather leads from the owners and managers of cafes, restaurants and pubs. Twitter was also tested as an awareness driving channel.
It was quickly decided that we should focus mainly on Facebook, with leads coming through at a faster and more cost effective rate than other social media channels.
The ads at the beginning of the campaign were aimed towards smaller cafes and restaurants who wanted an app-less takeaway solution that didn’t cost the earth and was easy to use – ‘TakeawayToday’. Later, as the world opened up, their solution evolved into ‘ServeSafely’ and our messaging became all about offering table service while keeping customers and staff safe from COVID-19 with mobile order and pay, plus the ability to capture details of customers for track and trace.
With 73% of online leads coming from paid social media, the campaign’s success relied heavily on intelligent targeting and retargeting of potential customers and interested owners and managers.
During these campaigns we tested traffic and lead generation ads which included carousels, animations and single image ads with multiple variations of imagery and copy to see which resonated with desired audiences.
Crave continues to innovate to deliver fantastic digital services to the hospitality industry, including also offering app-less solutions for theatres, festivals and other events, helping the industry bounce back during a very tough time. We’re thrilled to be involved in helping them evolve to meet the needs of their clients and keep people safe.