The path to successful development of Bonnie’s digital advertising presence – goals, processes, testing and results
“Boni is the largest pig producer with 7 pig complexes, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market.
The client contacted us after already knowing our work through Xplora Academy. Boryana, the marketing manager of Boni, bought into our approach and with that our paths met not only in academia but also in practice – as a digital agency for the brand.
Boryana’s position aims to synchronize all lines of business and communicate them successfully to the audience. We combined these goals with our working principles and managed to lay the foundations of brand positioning in digital environments.
What was the assignment?
The goal in the first three months of our work together was oriented around the identification of target groups. The client didn’t have any digital activity to date and everything about the online audience was a matter of guesswork.
Along with this, we had to define the key metrics to track in the process so we could identify the right audiences, formats and messages.
Basically, we had to plan the overall digital presence, which included both strategic and operational actions. Then analyze the data from the test period and apply the findings to subsequent brand communication.
How did we decide to approach?
In the beginning of positioning the Bonnie brand, we relied on metrics such as reach, impressions, and frequency of content views, and then as we dug deeper into more engaging campaigns, we tracked metrics such as post engagements, comments, shares, and CTR.
Because we were managing many lines of work simultaneously – media planning, photo shoots, communication between teams and more, we had to structure this process into 8 sequential steps. Here they are:
- Bonnie briefs us on an upcoming campaign.
- We get together with the team and form debrief questions.
- The client finalizes the campaign parameters.
- Our team prepares a media plan with channel allocation.
- The Marketing Manager reviews the proposal for media planning, formats and channels. And approves if no comments.
- We schedule design time and prepare previews. We then send to the customer for approval.
- We get approval of the creatives on the ads.
- We negotiate and finalize the audiences for the respective campaign. We are launching the campaign. We optimise it and produce a report after the end of the campaign.
Given the original goal for the first quarter of our work – testing and analysis, we had to think in the direction of customization of reports and the possibility of a detailed overview of our advertising data. To that end, we created several custom metrics and were able to automate the report to the point where the client can also review the results and drill down into the detail of each of our campaign elements on their own.
What were the challenges in the beginning?
The challenge for our team was to find the balance between the ideas and goals we had. To choose the right messages. And to form a segment of target cores that we can reach out to and test it mostly in a real environment to see if it delivers the results we expect.
What did we actually do?
What formats, messages and audiences we used and more.
First of all, we focused on audience testing and performance campaign optimization. Initially on the brief we had a target of female housewives. We currently have over 8 different audiences vetted and running, along with a few buffer audiences that we use depending on the style of post or campaign we have.
Something interesting – over time, we have been able to find indirect targets to reach our audience. For example, in the summer we targeted users with an interest in camping and outdoor activities, and this yielded great results on the engagement rate of the page.
What have we achieved?
Figures, data, results
Review of advertising results over a 12-month period
- 186.5K Post Reactions
- 1.3K Post Saves
- 798.8K ThruPlays
- 2.2M Reach
And to go into even more detail, here are key results from one of our campaign activities for the period – Boni Chef Déuver:
We were able to exceed double our targets because we had the historical data to stand on. Which means that we took the most successful audiences from the test in Q1 to implement this campaign, and on top of that, we already had a developed remarketing audience of users engaged with the brand’s content. This type of custom audience is extremely valuable for finding new users using lookalike targeting, as well as for growth in engagement rate.
We’re about to turn our sights to bigger projects, new channels and formats, so working together is getting more exciting! And since we’ve found that formats like Instant Experience and campaigns optimized for Reach & Frequency are extremely relevant and workable for the brand, it’s a safe bet that we have yet to unleash their full potential.
Working with Bonnie has not only given us impressive marketing results, but also a fridge full of goodies in the office and happy smiles around the table!