Naked Marshmallow

Naked Marshmallow

SOCIAL MEDIA MANAGEMENT • PAID SEARCH • PAID SOCIAL

SOCIAL MEDIA MANAGEMENT • PAID SEARCH • PAID SOCIAL

Increasing sales of an eCommerce store through Paid Social & Paid Search 

Increasing sales of an eCommerce store through Paid Social & Paid Search.

Background

Background

The Naked Marshmallow Co. are the UK's market leading gourmet marshmallow brand. Their high street stockists include Next, Lakeland, Fortnum & Masons, Liberty London and Selfridges, among others.

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The Brief

The Brief

The Naked Marshmallow Co. approached us to help increase their online sales and increase brand awareness amongst new potential customers. Our approach focuses on building their Facebook & Instagram presence, and utilising both Paid Social and Paid Search to generate a return on investment.

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The Process

Having discussed the ambitions with The Naked Marshmallow Co. team, we analysed what happened to the traffic when it arrived at the site, what brought people to the site, and the reason users were buying from the site. Once we broke down the data, we identified the three key reasons why consumers were buying from the company. These were as a gift, as a low cost date night, and as a small family activity.

Solution

Our creatives and campaigns for the brand have been very varied in nature. This has included us playing “Jenga” on Facebook Live, and creating a montage of love stories for Valentine's. We have made sure that creativity is the real driving force behind their campaigns, in order to keep them ahead of the competition in not only the marshmallow industry, but the gourmet food industry as a whole.

 

AVERAGE MONTHLY CAMPAIGN RESULTS

641

PURCHASES MADE

1,391,174

IMPRESSIONS

x 7.18

AVERAGE MULTIPLIER

653,744

UNIQUE USERS

14,071

CLICKS TO WEBSITE

Marketing Campaign for Valentine's Day

The purpose of our ‘Share the Love’ Valentine’s Day campaign for The Naked Marshmallow Co. was to promote the brand’s range of products as Valentine’s treat, act as a friendly reminder to get a gift for forgetful partners, and to spread the love across both their online and offline community. 

The campaign was centred around a TV-style video advert. This content involved giving out free marshmallows in a bustling city centre in exchange for people sharing their stories of love, marriage and their Valentine’s plans.

 

Prompting Purchases

In order to spread the love further, we used the latest advancements in Facebook Advertising in order to reach people who were likely to engage and purchase through the brand’s online store. This involved placing tracking code on the brand's website two months prior to this, meaning we could get in-depth data about the purchasers. This included their ages, interests and digital behaviours, and allowed us to build a detailed and targetable buyer profile. Better still, Facebook users that had watched enough of the campaign video to signal an interest were then remarketed to with additional adverts to prompt a purchase.  

Micro Content

The main campaign was then rounded off with daily micro-content utilising the brand’s Facebook and Instagram profiles. These served the purpose of keeping The Naked Marshmallow Co. at the forefront of our target audience’s mind during the week of Valentine’s.

The Result

Our campaign generated 259,820 video views delivered across both Facebook & Instagram.  Over 2088 clicks were delivered during the one week period to the brand’s online shop, generating a significant increase in sales, despite the purpose of the campaign being to generate awareness. Moreover, the exposure the brand received dwarfed all of their previous campaigns, amassing 1,624,499 impressions and reaching 1,224,989 people.

“When we tasked Distract with creating a Valentine’s campaign that would promote our brand, we weren’t expecting a campaign as creative, integrated and profitable as the one that we received. Distract’s campaign has gained us new customers, enthused our community and increased brand exposure. We can’t wait to see what they come up with next!”

“When we tasked Distract with creating a Valentine’s campaign that would promote our brand, we weren’t expecting a campaign as creative, integrated and profitable as the one that we received. Distract’s campaign has gained us new customers, enthused our community and increased brand exposure. We can’t wait to see what they come up with next!”

Joseph Colson

DIRECTOR OF NAKED MARSHMALLOW CO

More Work

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SOCIAL

Facebook

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Think Tank, Ruston Way Lincoln, Lincolnshire,LN6 7FL

Distract has also been rated 5.00 stars by 20 client reviewers!

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01522 716171

hello@distract.co.uk

Think Tank, Ruston Way,

Lincoln, LN6 7FL

‌Distract Ltd. Registered in England and Wales #09689796. Registered Office: 4 Henley Way, Doddington Road, Lincoln LN6 3QR. Distract is a registered trademark of Distract Ltd.

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