Case study · Retail & food

Bakers Delight: rising and shining with a bakery franchise.

Bakers Delight Franchising is all about giving everyday people the chance to own a slice of an iconic Aussie brand.

Sector: Retail & food
Service: Social media advertising
Channels: Facebook · Instagram · LinkedIn · YouTube · Google Ads

Digital marketingCampaign delivery

Bakers Delight bakers preparing dough in a working bakery.

The challenge

What needed to change.

Bakers Delight wanted to attract new franchise owners across Australia and New Zealand through digital campaigns. Growing a national brand this way meant reaching high quality segments of the market rather than the widest possible audience, because only a particular kind of person is ready to take on a bakery franchise.

The story of owning a Bakers Delight franchise is a detailed one, and there is a great deal a prospective owner needs to know before they enquire. All of that had to be condensed into an accessible form that works in a digital feed, which is not a simple thing to do.

Owning a franchise requires a specific type of person, so the first task was to define who we were looking for. We identified an ideal persona built on three key targeting segments: young, affluent families, business owners looking for their next opportunity, and middle class and high income earners.

Each segment has a different reason to consider a franchise, so a single message would not do. The messaging had to be diversified across the three groups to tell the story of owning a Bakers Delight franchise in a way that suited each one.

Bakers Delight carousel advertising creative.

Approach

How the work took shape.

This is our bread and butter. We knew a wide reaching campaign was needed to find the right leads for Bakers Delight, so we planned across a range of advertising channels, including Facebook, Instagram, LinkedIn, Google, YouTube, Taboola and AdRoll, and produced an extensive collection of creative and design work to feed them.

The campaign ran over twelve months, with constant copy and creative refreshes for each stage of the user journey. LinkedIn, Google and Taboola were used to drive top of funnel traffic, and AdRoll, YouTube, Facebook and Instagram handled the retargeting that followed.

Each channel had a job. LinkedIn was ideal for targeting by job title and seniority, which was crucial for reaching current and potential business owners. Taboola reached more affluent families and gave the Bakers Delight blog content strong exposure. Google showed ads to people already searching for terms related to franchise ownership. Together they let us find the real prospects and focus on them.

AdRoll, YouTube, Facebook and Instagram then served conversion focused ads to people who had already shown interest. This range of touchpoints and the longer customer journey it created let us tell a detailed story about franchise ownership, which is what produced the quality of lead Bakers Delight needed.

Bakers Delight Instagram remarketing campaign creative.

The shift

Three kinds of future franchisee needed three different stories, told in the order they were ready to hear them.

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The work

The work, up close.

The creative had to carry a lot of information without feeling heavy. Carousel ads broke the franchise story into a sequence of short frames, so a prospect could swipe through the essentials in a few seconds. Remarketing creative on Instagram picked up the thread for people who had already engaged, moving them from curiosity towards an enquiry.

Because the campaign ran for a full year, the copy and design were refreshed regularly, keeping the ads current for people who saw them more than once.

170%.

Increase in conversions from Google Ads.

45%.

Increase in conversions from social.

The result was a digital strategy that was both in-depth and flexible. Top of funnel channels kept a steady flow of the right people arriving for the first time, and the retargeting channels kept working on them until they were ready to talk. Each of the three personas saw creative written for its own situation, and each channel was chosen for what it does best rather than for reach alone.

By using a wide range of top and bottom of funnel tactics to lift the quality of leads, we helped Bakers Delight expand its franchise network across Australia and New Zealand. We have since set more ambitious goals to keep this iconic Australian brand growing.