Uplift in acquisition for long-standing partner McQueens Dairies
(01) Project Overview
McQueens, founded in 1995, has been bringing milk to doorsteps with 17 depots across the UK.
McQueens Dairies 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 approached Hello Earth to see how we could improve upon their existing results.
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.
(2) Objectives & Focus
McQueen's 3 overarching objective aimed to:
1. Drive conversion within the available delivery postcodes
2. Drive leads within the commercial sector
3. 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
We tested 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
UGC Delivery
Udderly entertaining: Check out our Content
Results
We've found a formula thats works, and there's room to significantly scale
241%
Meta Purchases
14%
Meta CPA
13%
Google Revenue
26%
Google CPA
15
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