CASE STUDY
Christmas with
New customers acquired
%
Menus sold
%
New Year's Eve menus
The challenge
Voilà delivers menus from the best restaurants and star chefs across Germany to their customers homes. The unique, partly vegan or vegetarian dishes from restaurants all over Europe can be warmed up and finished at home in just a few steps. Cooking knowledge is therefore not required. The exclusive signature menus come from award-winning star chefs such as Dim Sum Haus from Hamburg or the up-and-coming vegetarian Cookies Cream restaurant from Berlin.
By Wednesday evening, customers must have chosen one of the star menus. The order must then be placed by 8 p.m. so that the selected menu arrives on Friday. The Michelin-starred chefs prepare the food on site in their restaurant on the day of dispatch and Voilà delivers the packages by Fresh-Express to the customers, who can then start preparing the dishes immediately.
Special order conditions – Special Ad Setup
We extensively tested the Ad Setup with Instagram Ads and Facebook Ads and defined target groups before Christmas and scaled it Week over Week (WoW). Due to the special order conditions, we also adjusted the playout of the ads for the menus to the days of the week. Sunday through Wednesday, the ads were played out to reach customers by the last order time on Wednesday. Between Thursday and Saturday, there were hardly any purchases in our tests. Therefore, we did not play the ads during this period and distributed the budget to the days with higher sales.
The solution
With a target group-specific communication via classic Facebook and Instagram ads, differentiated creative tests and the performance marketing strategy to sell the limited menus, we entered the race.
The result: our social media ads setup and the measures to sell off the menus worked. So well, in fact, that most Voilà Christmas menus sold out before Last Order Day on 12/20 and we deactivated our ads a day early. Our Christmas target was met and so we were able to start our Christmas break one day early.
From a performance point of view, it is especially nice for us to see that we successfully reached the customers platform-specifically with the right message and the appropriate advertising media and were able to sell the product days before Christmas.
After this little Christmas break for the Voilà ads, we also started directly with the application for the delicious New Year’s Eve menus.
EXPERIENCE & VERSATILITY
Black Flag Team
