We generated a ROAS of 453% on Facebook & Instagram campaigns for online beer retailer

Although we work with Kraft Werks on a range of other channels, this case study focuses on the Facebook and Instagram campaigns strategy. We were tasked with generating leads and sales from some of the biggest platforms in social media.

The core objectives were:

• Increase the return-on-ad-spend
• Increase the number of sales generated

Full Funnel Marketing Strategy

When taking on the task of improving the Facebook and Instagram ad accounts for Kraft Werks, we carefully considered the strategy from top to bottom.

We wanted to ensure that we were creating a strategy that moves our target audience from cold audiences at the top of the funnel, all the way down to the bottom of the funnel where they are ready to purchase.

Top of Funnel – Cold Audiences

Beginning with the cold audiences, we curated lists of people who were likely to be interested in purchasing beer and alcohol. We used a number of methods to formulate this audience.

The core goal at this point was to promote Kraft Werks, raise their brand awareness and educate our audience into what they can do for them.

We use a variety of different ad types (images, videos + carousels), image types and messaging – segmenting our audience into sub-groups to ensure the right message was hitting the right person.

Middle of Funnel – Engaged Audiences

These middle of funnel campaigns were aimed at certain individuals that had in some way or another engaged with the Kraft Werks brand, but hadn’t yet converted.

We used the data available to pull together a variety of touch points to forumate the list of “engaged” people.

We adjusted the messaging to build further brand trust using testimonials.

We use a variety of different ad types (images, videos + carousels), image types and messaging – segmenting our audience into sub-groups to ensure the right message was hitting the right person.

Bottom of Funnel – Hot Audiences

These people sitting at the bottom of the funnel are hot audiences. These are people who have visited the website (our products and product ranges) within the last 30 days – but who hadn’t yet purchased. 

We were able to turn up the gas on these audiences and adjust the messaging to be more focused on pushing the purchase over the line.

We used a number of different methods in our messaging which we cannot disclose but we saw real successes with them.

We use a variety of different ad types (images, videos + carousels), image types and messaging – segmenting our audience into sub-groups to ensure the right message was hitting the right person.

We’ve been generating results for Kraft Werks since 2021.

Here are just some of the achievements we’ve made with the account:

• ROAS of 453%  
• 38% increase in sales year-on-year