"To drive intent, we altered the current message of Pan-n-Ice's campaigns to focus on gifting and how their products made unique seasonal gifts. This angle opened up opportunities throughout the funnel to capture the audience's interest at the top of the funnel by addressing a uniquely seasonal pain point - gifting - and then recapturing them with retargeting campaigns that incentivised them to complete their purchase."
"When we started working with Pan-n-Ice in August 2021, their September sales figures suggested less consumer intent to buy the brand's products than in the summer. We wanted to take advantage of the busy Q4 period as the perfect opportunity to scale the brand, getting it in front of relevant customers during a time when being 'top of mind' would result in more purchases and more loyal customers."
Pan-n-Ice, founded in 2015, sought to enhance its marketing strategy to increase sales during the peak Q4 period. Key challenges included inconsistent sales and ineffective social marketing efforts. In August 2021, a new approach was implemented, focusing on gifting to attract customers. This strategy aimed to capture interest at the top of the funnel and encourage purchases through retargeting campaigns. The highest performing audiences identified were girl scouts and foodies, leading to significant sales growth during the busy season.
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