McQueens Dairies
Uplift in acquisition fuelled by a combined strategy across Meta Ads, Google Ads and SEO
McQueens, founded in 1995, has been bringing milk to doorsteps with 17 depots across the UK. They work with First Milk, a farmer-owned co-operative as their key supplier of raw milk, which is then processed and bottled at their own dairy- before being delivered in planet friendly reusable, recyclable glass bottles.
McQueens look to target those families, individuals and professionals who are constantly on the move, and provide convenience to already busy lives. With a plethora of groceries to choose from, McQueens captures an audience who seek to make small changes to make life easier.
McQueens approached Hello Earth to see how we could improve upon their existing results after seeing our Managing Director Phil’s commentary about the industry on social media. Initially McQueens emphasised that there were areas for improvement across Meta, and have been working with us after a successful initial contract.
McQueens three overarching objective aims to:
- Drive conversion within the available delivery postcodes
- Drive leads within the commercial sector
- Recruit new delivery drivers
We developed a go-to-market strategy with three key focuses:
- Focus #1: Drive spend efficiency through building a solid funnel, then scaling & optimising
- Focus #2: Widen the audience and engage the family decision maker
- Focus #3: Drive CVR by increasing the volume of online conversions.
Our test & learn consisted of trialling new audiences and creatives to allow for Meta to spend where the campaigns were most likely to convert at a low cost. We introduced catalogues to allow for more automated customer experience, where we tailored the products to the most relevant user.
We consistently tested automation and new audiences, with various audience specific taglines to find the key decision makers and the key purchases, we utilised Advantage+ to optimise spend to the most efficient audiences.
The implementation of shorter forms of User-Generated Content (UGC) which included; bullet points, background music, under 10 seconds, proved to deliver the strongest conversions across Meta. By testing out various campaign structures, we identified the most efficient format, and ensured that investment was driven to where CPA was most the efficient
Results:
- 241% increase in Meta purchases
- 14% decrease in Meta CPA
- 26% decrease in Google CPA
- 13% increase in Google revenue
- 15 new location-related landing pages to drive increase in rankings
Gill Ripley, Account Manager at Hello Earth- “We’ve found a formula that works and there is room to significantly scale.”
Peter Donoghue (Senior E-Commerce Manager) - “We joined Hello Earth in 2023 and it has been a foundational reset of how we approach our online marketing. With a focus on continuous content creation and iterative testing- we've seen improvement across all channels and are delighted with the results so far. We've made great strides across Performance UGC, Meta Ads & SEO to drive our doorstep delivery sales, office milk and nursery milk leads, and even our recruitment of drivers. We're 'dairy' excited to see what we can do together in 2024!”
PETER DONOGHUE
- SENIOR ECOMMERCE MANAGER -
"Hello Earth excel with Meta's latest product developments, they quickly utilise new platform features such as CAPI, Advantage+ Shopping, ads for Reels placements and more to benefit their clients.
Hello Earth successfully combine Creative Strategy and Meta Media Buying. All of their media buyers are Creative Strategy certified, and they deliver creatives in house with our team of creative strategists and designers."
Emma Mathews
Head of Industry, Global Business Group, Meta
