bbd are the lead brand agency for Montezuma’s Chocolate, the Chichester-based chocolatier which has passed from the original founders to a new management team. With that growth has come a new logo, new design, and the launch of 100% recyclable packaging. We’ve helped Montezuma’s assert its identity as an innovative, quirky presence in the UK chocolate space, and looked forward to repeating the success of our 2019 Christmas Campaign, which was named in the top 10 Xmas ads of 2019 by Little Black Book and achieved a positive ROAS amongst a net new audience.
When we started working on our 2020 Xmas brief in July, it didn’t matter that we didn’t know what Christmas would bring. Both Montezuma’s and bbd just knew it called for a different type of campaign for a different sort of chocolate. Montezuma’s wanted their 2020 campaign to stand out against the traditional sea of seasonal green and red, just like their products have on the shelves, in store and under the tree. We want this to be not your average Xmas campaign for not your average Xmas, given the year.
Polar bears and cute reindeer weren’t going to cut it in 2020. It was emotion led which is a great attribute for your average Christmas ad but this wasn’t going to be an average Christmas. Montezuma’s wanted a social media led campaign to drive sales of their new Christmas range of chocolates, vegan chocolates and advent calendars. Montezuma’s also wanted to be more purchase focused this year, as their brand is more established than in 2019, rather than the primary net new awareness focus of 2019.
For this year’s campaign we needed to take a different, social first approach to the 2019 one which was story and emotion led. We needed to create content that would work on Facebook first and foremost. Creating a short, snappy, engaging video was therefore the obvious choice. We needed the videos to bring to life the quirky and humorous Montezuma’s brand and then structuring that in the most engaging way. We needed to have something change in the first 1-3 seconds and keep those regular changes throughout the short 15 second max ads to help keep people’s attention and move them through the video and it’s key messages to the conclusion.
bbd created a series of 15-second animations for Facebook that gave a quirky spin to Christmas, featuring a guitar-playing rockin’ robin, not so walking-in-the-air snowman, howlin’ truffle wolf, and boombox wielding reindeer. Minimal text, no powerful sales message, just a simple request: “Don’t settle for average. Be your best Christmas.” The aim was to create fun, snackable content for the season of indulgence.
The way we have structured the campaign was also different this year. We utilised multiple objectives at the (Top of Funnel) TOF to reach the most of our target audience possible. We have also utilised lookalikes and wide Power of Five audiences to allow the Facebook algorithm to do it’s thing and find those key audiences that will engage and ultimately purchase. The BOF (Bottom of Funnel) ads retargeted any of the key behaviors - video views, engagement and website visits as well as utilising lookalikes of our key website conversions.
To date the campaign has been extremely efficient with a current ROAS of 254% and average video view time of 00:14 seconds. Creating compelling content for multiple objectives generated a large engaged pool at low Top of Funnel cost, making for efficient retargeting with a current ROAS of 900%.
Montezuma's Christmas 2020
A different type of campaign for a different sort of chocolate. Montezuma’s wanted their 2020 campaign to stand out against the traditional sea of seasonal green and red,