Case Study

Food Lovers Market

Winner of 2020 IAB Bookmarks Bronze

Winner of 2020 IAB Bookmarks Bronze

Food Lovers Ad Mockup

BRIEF

A family-run business with a familiar name in South Africa and a traditional way of marketing.

We presented Food Lover’s Market with verified data in order to convince them to switch off all traditional media channels for one week to accurately prove how crucial digital as a marketing channel was for them. We utilised that one week to alter that traditional mindset and predominantly focused on the 4 products that were on promotion.

INSIGHTS

Digital media is growing vastly in popularity as people are utilising it daily to discover more about the world around them. Therefore, if you want to communicate with an audience, you need to be where they are.

EXECUTION

With several strategies running across multiple platforms, including Facebook, Youtube and most importantly Programmatic to ensure that we reached as many relevant consumers as possible.

We focused on 4 promotional products for that one week. Using audience pools based on interests related to food and lifestyle. We targeted Display, Pre-roll and Native placements on South Africa’s most visited sites and apps.

We also used cutting edge geo- targeting technology. We ring-fenced a 5km radius around each Food Lover’s store, in order to ensure that if you saw the promos you could purchase them. Consumers who viewed the promotions were retargeted with relevant recipes for the specific products and consumers who viewed the recipes were retargeted with new weekly specials.

We constantly refined our bid prices to ensure optimal results and also made sure stringent brand safety and viewability measures were in place to reduce wastage to a complete minimum. We also made sure stringent brand safety and viewability measures were in place to reduce wastage to a complete minimum.

Video

Results

These are the results achieved directly through the efforts of Mark1 and Mark1 Labs.

11,598,213

Impressions

653,104

Completed Video Views

37965

Website visits from our ads

10 252

Total Conversions

33%

Post click conversions

75%

Increase in brand equity

60%

Increase in week on week sales for the advertised products

27%

Increase in YOY sales compared to same period last year

Other Recent Works

We work with some of South Africa’s biggest companies and agencies to help them achieve their digital objectives.

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