Digital marketing | paid social campaigns
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River Cottage paid Facebook campaign
River Cottage is a brand used for a number of ventures by television chef Hugh Fearnley-Whittingstall. These include a long-running Channel 4 television series, cookery courses, events, restaurants and products such as beer and organic yogurts.
While I was working with Aquamarine Media agency, River Cottage approached us wanting to quickly increase ticket sales in the final weeks leading up to a key event. Their Facebook campaigns weren’t fully capitalising on their existing loyal and engaged fanbase, and they wanted to reduce Cost Per Acquisition (CPA) for ticket sales (previously £20). I devised a strategy, created the ad copy, and implemented a paid Facebook campaign to boost ticket sales at a much lower CPA of just £5.
What did I do?
I implemented a Facebook advertising campaign utilising both retargeting as well as highly-specific targeting of River Cottage’s key customer audience groups.
Retargeting campaigns were refined further through interest segmentation to maximise relevancy. Throughout the campaign, I needed to act quickly in order to test and identify the most effective approach and maximise results in a short time.
How did it go?
Because the campaign targeting was highly focussed, and ad creatives extremely relevant to each audience group, we were able to cut CPA by 75% and increase ROAS by 57% while increasing ticket sales in the final weeks.
£9 return on ad spend
£5 CPA (down from £20)
“River Cottage appointed Aquamarine to work with us for a campaign on one of our events and we were very impressed. They delivered a great campaign under a tight schedule and were very responsive and helpful. Would definitely recommend.”