- Client: Howler Hotdogs
- Date: June to November 2014
- Project URL: howlerhotdogs.co.nz
Search Republic quickly understood who our customers were and what we wanted to achieve from our Facebook campaign and developed a 3 phase campaign run over 5 months that produced outstanding results. The first month focused on building traffic to our site and saw site traffic increase 88.44% over the previous month and visits to the stockist page on our website (a KPI’s for us) increase by 528%.
Howler Hotdogs is a Christchurch based company that manufacture, package and distribute ‘a better breed of Hotdog’ to supermarkets around New Zealand. As a small company, Howler Hotdogs was looking for ways to increase awareness about their products online, within a small marketing budget, but had limited experience with online marketing. As such, Howler Hotdogs employed Search Republic for their expertise in online marketing, to create and implement an online strategy through Facebook advertising.
Previous to Search Republic coming on board, Howler Hotdogs had a Facebook page which was updated occasionally with (boosted) posts, but Facebook advertising had not been fully utilised.
Search Republic came up with a campaign with three parts, the first stage focused on Brand Awareness and clicks to the website, the second phase utilised a competition to drive post engagement, and visits to the Howler Hotdog stockist page, while the second competition helped to drive purchases in store.
Targeting throughout the campaign was focused on the key target market for Howler Hotdogs, which was women with children.
Objectives and Results
Site traffic to the Howler Hotdogs website increased 88.44% in the first month of the Facebook campaign
Visits to the stockist page increased 527.59% MoM
Total page likes increased 919.19% over the campaign period
These page likes were from the target market for Howler Hotdogs, with 98.5% of Howler Hotdogs fans being from New Zealand, with the majority being between the ages 25-44
These ‘fans’ were also very engaged, with 14.47% of Howler Hotdog page fans being engaged with the page in the last 28 days of the campaign
The first competition we ran resulted in 120 post likes, 133 comments and 7 shares. It also drove 98 users to the stockist page on the Howler Hotdog page
The second competition (which required more commitment) resulted in 190 post likes, 40 comments and 16 shares
“I’d like to thank you and the Search Republic team for taking Howler Hotdog “to the next level” in building brand awareness and helping us start having a “social” conversation with our customers.
Howler Hotdogs is a new consumer brand we developed to give New Zealanders a healthier version of this quintessential item of “Kiwiana”. The challenge being a small family business was how to make the best use of our resources to make our target market aware of this new product in the highly competitive FMCG space?
Social media seemed the obvious answer with its ability to so specifically target consumer groups and even geographic areas. We especially wanted to start a conversation with our customers to get feedback on our products. The qualitative data on Facebook also makes it a “no brainer” against traditional media with the ability to test and modify your promotional activity as you go along.
We hadn’t managed to get past communicating with our friends and family through our Facebook page and have found the frequent changes of rules and introduction of new features by Facebook overwhelming to keep up with, without even trying to contemplate how to make them work to best effect for us. And then we were introduced to Search Republic! What a saviour. Search Republic quickly understood who our customers were and what we wanted to achieve from our Facebook campaign and developed a 3 phase campaign run over 5 months that produced outstanding results.
The first month focused on building traffic to our site and saw site traffic increase 88.44% over the previous month and visits to the stockist page on our website (a KPI’s for us) increase by 528%. Over the total campaign period of June – October page “likes” increased by 919%. More importantly 98.5% of these “likes” were from our target market, females aged 25-44 years of age and 14.47% of these remained engaged throughout the campaign. A product give-way was introduced in the next phase resulting in 120 post “likes”, 133 comments and 7 shares, a significant improvement on the 5 we achieved with a competition we ran 3 months before.
The final phase involved consumers purchasing our product and sharing how they used it on-line which is a complex request involving a high level of engagement. One by-product of the campaign was we were able to increase the number of supermarkets stocking the range due to consumer requests for the product to be available in their local store. We have certainly learnt a lot from the campaign about social media being an ongoing relationship building exercise with your customers and like all good relationships results are built over time. We also appreciated Search Republic's support and advice in managing some tricky consumer queries and overall monitoring of the site while we were preoccupied with making great tasting hotdogs! This campaign has built a solid foundation of “fans” of our product and we look forward to building on this."
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