Sharing Hand-Crafted Goods with a Sold-Out Product Launch.
Challenge
San Francisco's The Baconer had a sizzling product, but needed a marketing partner to guide them through a successful new product launch. Camilo and Elisa are an incredible butcher and chef and had succeded in creating a product people loved. However, they came to us a bit overwhelmed on promoting themselves online. After trying a few options themselves, they wanted a team who could not just deliver results, but also break it down into jargon-free reports.
Solution
Make Followers Feel Like They're in the Kitchen Content Strategy Social Media Email Marketing Paid Media Content Strategy We held content strategy meetings with Camilo and Elisa to prioritize channels and content in preparation for a product launch. While the ideal solution would be a comprehensive strategy, we helped find the best channels based on their customer personas as well as the right types of content that could be created before the launch. This gave Camilo and Elisa the foundation they needed to propel The Baconer’s marketing strategy forward. Social Media By helping The Baconer team determine which outlets were best for their brand, they could focus on doing a few well instead of trying to do it all with limited resources. This included working with them to create a week-long teaser campaign that culminated in an Instagram Live on launch day. This Instagram Live included sharing product demos and recipes while engaging with viewers. Email Marketing Our email marketing efforts supported the launch by reaching their current email list. These newsletters teased the same details as on social, customized for the necessities of email marketing. As a part of a product-focused marketing strategy, we saw positive growth throughout the launch period. Paid Media We used a specific type of Facebook Ads for The Baconer’s launch. These lead generating ads re-optimized every three days for best results. We also began driving traffic to their website for retargeting. This strategy supported both the launch and ensuing company growth.
Results
This product launch strategy resulted in: 100+ participants in their first Instagram Live Their new product completely selling out! Their social media activity brought traffic to their website: 14% increase in website users 18% increase in new users 60% increase in page views 41% increase in time spent on their website 23% drop in bounce rate
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