Brand Summary
Kele is one of Singapore’s most renowned pineapple tart brands, featured in the prestigious Michelin Guide. Known for authentic yet innovative flavors, they aimed to elevate their CNY sales. Read more to find out how this was achieved!
Results
422% increase in Meta tracked purchases
65% increase in Google tracked purchases
75% year-over-year Online sales growth
Achieved the highest sales milestone in Kele's history
The Challenge
Kele had been maintaining similar sales figures over the past few years, making it challenging to achieve a breakthrough.
Strategy
Kele needed a tailored approach to maximize both awareness and sales throughout the different phases of the CNY shopping period.
- Budget Allocation
We strategically distributed ad budgets across awareness and sales campaigns, utilizing different optimization techniques to capture audience interest and drive conversions.
- Campaign Structuring
We structured campaigns with a well-planned budget allocation based on different promotional mechanisms across various phases leading up to CNY, effectively targeting different audience segments for maximum impact.
Key Strategies That Made a Difference:
- Phased Budget Allocation & Content Design
We structured campaigns around four key periods: 4 months, 3 months, 2 months, and 1 month before CNY, tailoring budget allocation and content to fit each phase effectively.
- Winning Promotional Mechanisms
Introducing Double Digit Sales and Black Friday campaigns created urgency, encouraging potential customers to convert by maximizing value during these key periods.
- Festive Branding Content
We proposed and focused on branding content angles that resonated deeply with the festive spirit, enhancing brand connection during CNY.
By strategically allocating budgets, structuring campaigns across different phases, and leveraging impactful promotional mechanisms, Kele successfully captured audience attention and boosted conversions during the CNY period. The focus on festive branding further strengthened customer engagement, making this campaign a winning formula for growth.
