Developing a seasonal campaign to achieve growth in Farm Boy’s customer base when up against steep competition.
Coming from the large, stable, and established market of Farm Boy’s Ottawa base, the grocer’s expansion into Hamilton was a significant shift in customer demographics, where there was no established brand affinity. The Hamilton location was competing against seven other nearby grocery stores and was not located in an affluent area of town. The location faced challenges engaging the new demographic and needed a way to forge the connection in time for the competitive holiday season. Overcoming existing buyer behaviour and establishing themselves as a brand was crucial for Farm Boy in Hamilton.
marketing. strategy. technology.
After conducting demographic market research, Iversoft recommended a digital marketing strategy designed to acquire a new customer base by giving prospective customers a reason to pass familiar competitors. The acquisition strategy focused on showcasing Farm Boy’s signature product line through social advertising in order to increase brand awareness, capture new emails, draw in customers with promotional offers, and differentiate the brand from the competition.
Iversoft launched the campaign under the heading “Invite Farm Boy to the Table.” Geotargeted social ad copy and photography were A/B tested, featuring private label products with strong calls-to-action that reached nearly 75,000 viewers with high ROI. In exchange for a coupon-based discount, Iversoft captured 368 new email subscribers and generated website traffic from 1,460 new visitors, coming in under half the allocated ad spend budget despite being live during the most expensive ad buy time of the year.
Though historically avoided by the brand, Iversoft recommended coupons specifically for Hamilton’s isolated market after research demonstrated the target demographic had previously been responsive to specialized offers. In addition to amplifying the brand on social media, Iversoft’s campaign increased Farm Boy’s basket sizes by at least 40% and up to 157% more than the location’s average and grew their traffic during a competitive season.
Email Campaign Development