How to reduce the cost of referred customers with targeted advertising and track the effectiveness of the social media channel

Project topic: fast food chain

Platforms to promote: Facebook, Instagram feed, Instagram Stories

Running time: 10 days

Problems at the start

• High cost of attracted guest.
• Lack of a channel for attracting guests from social media.
• Lack of tracking guests from social media.
• The main objective for this project is to reduce the cost of attracted visitors to the institution compared to the distribution of leaflets near the establishment (the guest on the leaflets costs about $ 1.15).

Objectives

Forming the strategy for targeting advertising campaigns and options for tracking conversions.
Conducting content photography and rendering banners for targeted ad campaigns.
Create and launch a targeted advertising campaign on Facebook to increase reach.
Creation and launch of a targeted Instagram ad campaign to increase reach.
Creating and launching a targeted Instagram Stories ad campaign to increase reach.
Generating reporting and analytics for the ad campaign.

Solutions

We faced the challenge: to reduce the cost per guest compared to offline advertising, while advertising should not be shown in the entire city, but purely near local fast food outlets, thereby creating a situational decision effect: pass by – see ad – go in to buy. For this purpose, we developed a unique promo code strategy for an item on the menu, which reduced the cost of the dish by 40%, making it more attractive to the target audience. Work plan for the current phase:

Content creation and banner rendering

When creating content for the targeted advertising campaigns, we were also faced with a pool of conditions that needed to be met to match the brand identity of the establishment, at this stage the work plan consisted of:

• content photography of the dish;
• Drawing banners to the social network format with the necessary text overlay.

Creation and launch of targeted advertising campaigns

The main stage of the work was the creation and launch of ad campaigns: targeting ads had to be set up around three remote locations to understand the effectiveness of geolocation.
At the same time, parallel ad campaigns were launched to increase the reach index.
Detailed targeting was set up according to the categories of interest and interest in the dish among the city’s residents. In this way, everyone who saw the ad near the point became a potential lead for the establishment.

As a conclusion we can say that the best advertising campaign took place in the Facebook playground, in addition to this attracting a guest from social networks is cheaper than offline advertising and distribution of leaflets near the point.
We would also like to note the spread of the audience and the effectiveness of the geo-points: most of the salad bar purchases were made at central locations, but there were also sales at remote locations where there was no actual advertising, so we can conclude that people see advertising and convert where it is convenient for them.