Case study · FMCG
Table of Plenty: letting the ads do the research
A healthy snack was about to be delisted by Woolworths. There was no defined audience, no research budget and a tight deadline.
Situation
The product was not selling well enough and Woolworths had set a deadline. Nobody had defined who it was for or when they would eat it, and there was no budget for traditional consumer research.
Decision
Test instead of guess: let the advertising do the research.
- Ran Facebook and Instagram ads testing different messages for different occasions and audiences
- Narrowed to the messages with the strongest response and concentrated spend on them
- Linked the ads to a landing page with a click-through to Woolworths online, so purchase intent could be measured
Result
Client result.
Limits
Purchase intent was measured by click-through to Woolworths online, not by sales. No spend or sales figures are shown.
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