Easter video ads drive smiles, and an ROAS success for creative chocolate Bean and Goose

A Video-First Ad approach for Bean and Goose Easter led to a sold out collection online and a return of €61 for every one euro spent on marketing.

For the second highest chocolate sales season of the year, Bean and Goose wanted to ramp up their Easter campaign with a video-first approach to bring their annual characters to life. Bean and Goose employed Sister to develop their digital marketing strategy with the goal of creating awareness of the campaign, and drive their online sales.

400%+ ROAS

Return on Ad Spend v 2019

6.4% CR

Average Conversion Rate

26 cent

Spent per ad click

We were given a 6 weeks turnaround time to both produce, execute, and deliver an online marketing strategy that would drive one off and repeat sales of the Easter collection, as well as recurring subscriptions for their new Tasting Club collections.

Starting with reports from our previous campaigns, we pulled out key consumer insights that indicated the most compelling brand messages. Using SWOT and case study benchmarks, we developed a sales funnel campaign that would highlight key messages, in line with the best video ad practices for the industry.

Liasing with the web and branding agency, we used insights to also prioritise the external packaging across the product imagery. The campaign assets were produced across two locations on 2 shoot days. To maximise the lifespan, each key message was captured individually allowing evergeen content to be separated and re-purposed down the line.

The new Irish Sea Salt Caramel Bar was developed using Customer Insights from previous campaigns

The ad funnel was created to drive video views using a long form educational edit. Shorter, retargeting ads were then tailored around supplementary key messages, with a personalised product ad that encouraged prospective customers to take action.

11.8%

5x higher than industry benchmark

The entire Bean and Goose Easter collection sold out online 3 days early.

This campaign was delivered as part of our Sister the Agency Digital Strategy Programme. To find out more about how Sister can create high performing video ads for your brand, click here