Case Study

HIPAC Farmer's Choice Ham

Executive Summary

With the predicted increase in ham sales across the Caribbean during the Christmas season, HIPAC wanted to make sure that their Ham brand is in the minds of the consumers during their Christmas shopping. They wanted a way to generate mass awareness about their product, making Farmer’s Choice, the family’s choice for Christmas dinner.

Challenge

With the predicted increase in ham sales across the Caribbean during the Christmas season, HIPAC wanted to make sure that their Ham brand is in the minds of the consumers during their Christmas shopping. They wanted a way to generate mass awareness about their product, making Farmer’s Choice, the family’s choice for Christmas dinner.

Solution

The Trend team thought long and hard about how to increase awareness for this brand and landing page traffic. After deliberation with the client and our one of a kind campaign managers, We finally decided to split the campaign in two strategies. One strategy would target all adults in the market, as mass awareness means MASS AWARENESS! for trend. The second strategy targeted users based on what they were in the market for, we targeted super market goers in the market who were doing Christmas shopping, these consumers are in the market for this product or products of a similar nature. This would increase traffic and even sales because we were targeting persons who may have an interest in Ham, and we wanted to make it Farmer’s Choice Ham.

Results

This campaign performed well by exceeding all the forecasted targets. The campaign delivered 8,987 more traffic than what was forecasted and 280,671 more impressions than planned. CPM came in $0.24 less that forecasted while the CPC came in at $0.14 lower. The TREND team managed to drive 0.53% higher CTR at 1.01% which is above industry standard for display ads than projected all while staying within the client’s budget.

Key Client Learning

The client was extremely pleased with results of the campaign as it delivered over campaign targets. Additional learning for future campaigns included:

  • Campaigns should record conversion to help determine the quality of clicks received and the determine the return on investment of the campaign budget.
  • The Trend Team encouraged the continued use of attractive creatives with a clear call to action for future campaigns.

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