What was our brief?
We were approached by creative agency Ignis to partner up and deliver a Paid Social campaign for Fuller's #GetTogether campaign.
With the number of pubs in the UK decreasing by over 13,200 over the last 18 years, incentivising customers to drive footfall has never been so crucial.
Fuller’s flagship campaign was centred around driving voucher downloads, which people could redeem at any Fuller's pub and enjoy three drinks for only £1.74.
How did we respond?
Before we decided on the channels or tactics, it was important for us to clearly understand our goals and targets.
As this is a yearly campaign, we sifted through previous results, and discovered historically their strongest campaign drove 3,067 registrations at a CPA of £1.88.
With a modest budget available, optimal media selection was key, and we focussed our activity on two paid social channels – Facebook and Instagram.
Both provided us the greatest possible reach amongst the target consumer, whilst crucially with the precision required to effectively geo-target our audiences around the locations of each Fuller's pub and drive registrations.
With Facebook pixel installed on the landing page and conversion events set up, we defined the ad copy and planned a three-phased approach over a two-week period.
Phase 1 to build awareness, phase 2 to pique interest and phase 3 to deliver conversions.
We utilised auto-placements and dynamic creative against a broad demographic to ensure we took full advantage of Facebook’s algorithm to match the right creative and copy, to the right person at the right time to deliver maximum registrations.
At the end of the campaign we were able to provide the client with actionable insights, including best engaged age and gender, best performing placement and location, and optimal ad creative and copy – all necessary insights which will be used to improve next year’s campaign.
- People reached
- YoY Increase in registrations
- YoY Decrease in cost per registration
Space & Time Media are a great addition to our team who are collaborative and proactive in their agency relationship with Ignis. They work closely with us developing media strategies that are insightful, impactful, and always far exceed campaign targets. We consider Space & Time our partners and will continue to work with them on our campaigns.Nick Redmond, Innovation Lead
Why Space & Time?
With over 1500 campaigns live at any one time, our breadth of experience across all social platforms would be key to delivering high value from modest investment.
Similarly, our partner status and intimate relationship with Facebook afforded us direct collaboration with them, building out a bespoke framework for lead generation.
Crucially for Ignis, they needed an agency partner who would be collaborative and put the client first, working in harmony between media and creative requirements.
How did we go beyond?
At Space & Time we pride ourselves on how we ‘live’ our clients, acting as advocates for their brand.
The team leveraged their own social networks as ambassadors for the offer, and pre-campaign we conducted research visits to get under the skin of key Fuller’s locations, ensuring our copy would be on point.
Unsurprisingly there was no shortage of research volunteers for this one…
Raising a glass for Fuller's 174th Birthday
With the number of pubs in the UK decreasing by over 13,200 over the last 18 years, success for Fuller's #GetTogether campaign was essential. Now with (we hope) lockdown restrictions easing soon, the hospitality sector is set to plan it's return.