The team established 3 target audiences:
I. baking lovers II. mothers III. the general audience
Acquisition stage : Facebook ads
Participants used ads in the form of short videos however the results were not satisfactory. Then they made different styles of ads according to the original video ad. They changed the text content and used a single clip instead of a series of clips in the ad. They attracted bakers through 2 sets of ads.
The original ads had a CPC of $0.57. After changing the advertisement, preview picture and text content, they did A/B testing and found out that through the above changes they could attract more baking lovers to the site making the new CPC at $0.06.
Activation Stage : webpage special for bakers
After A/B testing we discovered that the baking lovers were the target group with the highest consumption potential. So we decided to design the webpage for bakers. Use the pros of recipes and chefs to attract bakers and increase purchase desire.
Acquisition Stage : attractive design & childcare needs
Use a tone and manner that appeals to mothers to design advertisements to focus on the market of mothers. Visually, they magnified the text and photos of food to make the delicious-looking food a selling point. For content, taking care of children was the theme to attract more moms to become users.
Activation Stage : increase the purchase desire
After understanding the needs of mothers, participants aimed to increase the purchase desire of mothers. They designed a landing page that focused on the characteristics of the product and the benefits of the product. They also used slogans such as “Cook great meals in less time” and “passed 15,000 hours of testing and proven durable” to attract customers.
Retention Stage : Phrase 1 - focus on product
They used different recipes to attract baking lovers and mothers. They also emphasized different features of the product to focus on different customer groups.
For example, for mothers, they emphasize that the product can save time and make delicious food at the same time. Also, there is a discount for this product for a limited period, thus further raising their purchasing desire.
On the other hand, participants used photos of the dishes and recipes to attract baking lovers. This successfully raised their purchasing desire.
Retention Stage : Phrase 2 - new visuals & A/B testing
When there is no action taken by target customers, participants decide to use new visuals and content through Facebook and conduct retargeting in hope to get customers re-visit the website and purchase the product.
Participants used a limited-offer as the advertising method for re-targeting. In the first launch of the new ad, the visual showed “$300 OFF” and CPC was only at $7.14. After they tried changing the visual to “UP TO 27% OOF” and the CPC improved, it dropped to $5.82. As this was still not satisfactory, they made a second round of changes.
In the second round of changes, participants launched 2 different visual and content advertisements. This drastically improved the CPC. By having the visuals focus on the mixer and adjusting the limited offer, the CPC dropped to $3.18, proving that more target customers were browsing the web page.
If there is no action upon a user’s first time browsing the web page, participants decided to use an entirely new interface to retarget potential customers. The web page operates on an offer driven basis. It informs users of the limited Mother’s Day promotional discount in hope for them to re-visit the page and purchase the product.