Case study · Retail & food
We created and managed the retail brand’s organic social media and social advertising to promote their products to a multi-national following.
The challenge
JR / Duty Free is a name travellers know. Its stores sit in the path of a large, multi-national audience, and its social media presence needed to make the most of that ability to speak to so many people at once.
The brief was to promote the retailer’s products to that following through both organic social media and social advertising, and to do it with a level of craft that matched the brands on its shelves.
Approach
The approach rested on two things working together. Organic social media kept the brand in front of its following between promotions, with content designed to be interacted with rather than simply seen. Social advertising then put the products and the promotions in front of a far larger audience across Facebook and Instagram, where travellers were already spending their time.
For its largest giveaway, a promotion offering twelve Mini Coopers, JR / Duty Free needed a coordinated campaign that could carry the competition across Facebook and Instagram, attract attention and give the promotion a consistent presence for its whole run.
We decided the campaign would look and sound the same wherever a traveller met it, with purpose designed content for each platform rather than one asset stretched across both, so the promotional message stayed clear from first post to last.
The shift
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The work
We created and managed the organic social media and the social advertising side by side. The feeds carried travel led posts and product content that gave the brand a steady, recognisable voice, while the advertising carried discounts and promotions to a wider audience across Facebook and Instagram.
The Mini Cooper giveaway was the biggest single moment, and the one that showed most clearly what a coordinated campaign could do for the brand.
For the giveaway we created purpose designed content to promote the competition across Facebook and Instagram, coordinated across the two platforms so the audience received a clear promotional message wherever they saw it.
The everyday content was built for interaction, not simply views. It encouraged engagement across JR / Duty Free’s social platforms and reached thousands of people in the process, keeping the brand in conversation with its followers.
The Instagram feed shows the two strands together: campaign content for the giveaway sitting alongside the regular product and travel posts, with a consistent look that made the brand easy to recognise in a crowded feed and kept the promotion visible without crowding out the products.
The results were recorded in the archived case study. Social advertising returned 23 times its investment overall, and revenue rose 39% compared with the previous year, a significant amount of additional sales traced back to social.
Overall return on investment from social advertising.
Increase in revenue compared with the previous year.
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