ClickCease

Case Study

The Power of Relevance

In order to generate sales from your social media presence, you need to get people to engage with your content. We’ve been supporting our client, Darrell Lea, with a major marketing campaign to promote their new range of chocolate blocks.

As you can imagine, there are multiple agencies working on such a big campaign – but we noticed a key difference between what we were doing for the confectionary company in comparison to another agency. And it all came down to relevance.

Other Agency

And here are the engagement results of the post:

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Total Reach
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Total Engagement
$ 0
Cost per Engagement
0 %
Engagement Rate

Engagement Breakdown

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Post Reactions
0
Post Comments
0
Post Shares

Voyance

Have a look at what engagement we were able to achieve instead:

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Total Reach
0
Total Engagement
$ 0
Cost per Engagement
0 %
Engagement Rate

Engagement Breakdown

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Post Reactions
0
Post Comments
0
Post Shares

So how was this possible? How did we achieve such a higher level of engagement? The reality is, it’s not the tools – it’s the tradesperson. And in this case, what mattered more than the content was who we targeted.

You see, that other agency paid for their post to show to anyone that fell within the age range of 18 to 55 years old. After 24 hours, they weighted all of their budget to 45-54 year olds.

At Voyance Insights, we know that ROI can only come from a greater granularity than that. Instead of just one segment, we reverse engineered who the target audience would be for each flavoured block.

The Voyance Difference

Our liquorice post was targeted towards lovers of liquorice (we didn’t just assume that they were males over 45 years old). We researched anything and everything related to liquorice; senses, health, taste, smell & other products (molasses, Zambucca, Gut, Batch 37, Bullets, Straps, historical products, competitors). We then found ways to target these users and exclude those who did not fit the mould.

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