How can we achieve rapid growth for a brand through a comprehensive digital strategy?

Background

This case study explores the journey of Anita Gelato, a popular ice cream chain that has expanded from Australia to New York. Founded by Mama Anita, the brand now offers over 150 flavours with enticing toppings. Collabrium was engaged to boost sales and online orders for a limited edition collaboration. Through influential marketing on Facebook and Instagram, along with User Generated Content (UGC) and Paid Social Ads, we witnessed a remarkable surge in sales in under 48 hours. This case study delves into the strategy, implementation, and impressive results of this successful campaign.

Challenge

When we started the Anita Gelato project, we faced unique challenges. The first hurdle was the lack of prior PR efforts for the limited edition collaboration. Combined with the urgent need to boost sales, we had to act rapidly and efficiently.
We had less than 48 hours to generate significant sales through Facebook and Instagram influencers. Another challenge was the shifting goal post – the marketing manager wanted us to promote pickup orders on Facebook, not just delivery orders. Our target was 150 online orders. This required a strategic and targeted approach to reach the desired demographic and draw attention to the Anita Gelato promotion.

Research & Strategy

In the Anita Gelato case, our research and strategy were intricately woven for optimal results. For example, we conducted a thorough study on chosen content creators, crafting a comprehensive brief for them to follow. We monitored the impact of each post on their platforms.

On the paid social front, we ran targeted campaigns during specific times to drive traffic and track conversions on their online shop. Each campaign was meticulously optimized for different objectives – online sales and click & collect orders. One campaign resulted in 147 conversions from the ad to online shop for a spend of $125, while another had 22 conversions with the same budget.

By synchronizing Instagram and TikTok insights and incorporating continuous client feedback, we significantly boosted sales and bookings for Anita Gelato.

Solutions

To overcome the challenges faced by Anita Gelato and achieve our objectives, we implemented a multidimensional strategy within a 48-hour timeline. Our plan involved engaging influencers in Sydney and providing them with detailed guidelines for content creation. This ensured consistent and impactful brand messaging across platforms. Additionally, we launched a successful paid campaign using influencer marketing and User Generated Content (UGC) to boost audience engagement and brand visibility. Paid social media ads expanded our reach, efficiently targeting potential customers and driving traffic to Anita Gelato’s online shop. Our strategic approach delivered significant results in a short period, showcasing the effectiveness of our solution.

Results

The concerted and strategic efforts for Anita Gelato led to remarkable achievements. Ad campaigns, influencer marketing, and graphic design work drove 332 conversions and reached 25,000 customers. The influence prompted an impressive 900% surge in foot traffic and sparked interest from non-influencers, contributing to the overall buzz. Anita Gelato’s Instagram followers grew from 11.7K to 11.9K in just a week. The general manager expressed satisfaction with our engaging content and acknowledged the evident hype. These achievements affirm our successful two-year partnership as their sole marketing agency.