E-commerce case study Franzi Likör
- Seasonal special editions as a success factor
- Return on investment (ROI) of 3-3.4
- Development of a targeted meta ads strategy
Franzi Likör has set itself the task of bringing the Franzbrötchen, which is well-known throughout the Hanseatic city of Hamburg, to the public outside the city as a liqueur. This required expertise and an elaborate marketing strategy to help the liqueur, in all its editions and variants, to success.
1. the customer
2. The challenge
3. The goal
4. The solution
5. Results
6. Conclusion
The customer
Franzi Likör is a young, dynamic brand from Hamburg that specializes in the production of high-quality, handmade liqueurs. With a focus on special ingredients and unique flavors, Franzi Likör has quickly made a name for itself among connoisseurs. The brand stands for joie de vivre, conviviality and first-class enjoyment, which is reflected in the products.
The challenge
On the one hand, the challenge was to segment the campaigns to different target groups, e.g. seasonal or regional buyers, but also those interested in special editions, without jeopardizing the overall ROI. It is also important to optimize the shopping basket. Instead of focusing on many low-priced purchases, the strategy must be adapted to focus on higher-priced purchases, which requires stronger segmentation and a more targeted approach.
The goal
Franzi Likör, an up-and-coming company in the e-commerce sector, started our collaboration with the aim of successfully marketing the classic Franzi Likör Edition. The company wanted to expand its brand and broaden its customer base through targeted advertising. Above all, they wanted to increase reach and conversions in order to maximize sales. Another goal is to increase the basket value, as this is currently in the €30-35 range.
The solution
At the beginning of the collaboration, the focus was on content production and the development of creatives. We supported Franzi Likör in the selection and guidance of UGC creators (user-generated content) and provided recommendations for the creation of advertising material. However, the first attempts to market the classic edition fell short of expectations. The solution was to introduce special editions that could be used for seasonal campaigns.
By introducing special editions such as spaghetti ice liqueur for the summer, roasted almond liqueur for the winter and a vegan variant, we were able to specifically address different target groups. This enabled us to focus on specific segments and thus increase the relevance and effectiveness of the advertisements. The advertising strategy was expanded to include appealing video productions that were tailored even more specifically to the needs of the target groups.
Addressing target groups:
- Segmentation: The target groups were segmented on the basis of demographic and psychographic criteria in order to create customized offers.
- Seasonal adaptation: By introducing special seasonal editions, specific target groups could be addressed in the respective seasons.
- User behavior: Targeting has been optimized by analyzing user behavior and interests to deliver more relevant ads.
- Personalization: Ads were adapted to the individual needs of the target groups in order to achieve greater relevance and engagement.
- Cross-platform approach: Different target groups were specifically addressed on different platforms (Meta, TikTok, etc.) in order to maximize reach and conversion.
Another key aspect of optimization is adapting the advertising strategy to the low shopping basket value. Instead of focusing on maximum conversions, in future the focus will be on customers who are prepared to buy more. The aim is to increase the basket value and thus increase the profitability of the campaigns. This strategy is particularly important in order to exploit the potential of advertisements.
Results
Conclusion
As Franzi Likör has been our valued customer for a long time, we have been able to continuously overcome all the challenges that stood in the way of success over the course of our collaboration. In the future, we will continue to work together to further optimize the meta ads strategy and, if desired, move forward with even more powerful tracking software. The journey to this point impressively illustrates how much potential there is in a customized marketing strategy for e-commerce stores.
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