Portobello Pub Company
Industry
Hospitality
Service
Meta
Want similar results for your business?
6,536
Emails added to database
£1.17
Average CPA
01.
THE CHALLENGE
Overdrive Digital has been working with Portobello to support with the growth of their email database and the rollout of their Portobello Pub Club, for a select number of their venues using Meta.
After a couple of months trialling standard ad campaigns, we found that due to the smaller locations paired with broad targeting, we needed to explore ways to show more messaging and creatives to understand what resonated with the audiences in each area.
02.
WHAT WE DID
- Switched from a standard ad campaign set up to a Dynamic Creative Type (DCT), to avoid ad fatigue and get a true understanding of the messaging that was driving people to sign up.
- Used 10 variations of creative that were related to the message and the DCT optimised the ads accordingly so those most likely to convert were shown to the user.
- The different combinations were made up of the 10 creative variations, with a range of different messaging options such as; a competition, offers across cocktails, food & a £5 voucher.
- The target audience was anyone within a 5 mile radius of each establishment location.
- Used an ad set bid strategy to create an equal experiment so that the budget would be split across the messaging.
- Consulted on data analysis between online performance and on-location voucher redemptions.
03.
THE RESULTS
6,536
Emails added to database
£1.17
Average CPA
Jonathan and his team are extremely knowledgeable on all things Meta ads, making the process both easy and informative. The results achieved surpassed our expectations and have enabled speedy growth of our email database, in addition to organic activity. Informative weekly check ins with our Account Manager meant we were able to quickly pivot the strategy when needed in order to maximise impact.
Kea Bose, Marketing Manager, Portobello Pub Co
