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A chain of coffee shops in the Netherlands
Attracting new customers to a legal coffee shop chain in the Netherlands
In this case study, we attract new customers to a legal chain of coffee shops in the Netherlands.
IMPORTANT: we only work with legal businesses, the promotion of which is prohibited by Meta's advertising policy, but advertising in this country does not violate any local laws.
We all know that cannabis use is perfectly legal in the Netherlands, which is why we were approached by the management of a large chain of coffeeshops that sell cannabis both offline in their counters and online with delivery throughout the Netherlands.
We think that you very rarely see weed adverts on your social networks, so to get good results we will only need to run adverts that bypass moderation and our adverts will already be unique.
IMPORTANT: we only work with legal businesses, the promotion of which is prohibited by Meta's advertising policy, but advertising in this country does not violate any local laws.
We all know that cannabis use is perfectly legal in the Netherlands, which is why we were approached by the management of a large chain of coffeeshops that sell cannabis both offline in their counters and online with delivery throughout the Netherlands.
We think that you very rarely see weed adverts on your social networks, so to get good results we will only need to run adverts that bypass moderation and our adverts will already be unique.
About the project:
A chain of coffee shops in the Netherlands. Have a large number of counters all over the Netherlands, they also have online home delivery of cannabis. The management decided to develop their social media marketing and run targeted advertising to bypass Meta moderation. Due to the NDA agreement we cannot name the company we are co-operating with, but we can show the results of our first month of work with this company.
The advertising budget for the first month of cooperation was $3.000.
The goals of the advertising campaign:
Stages of the advertising campaign implementation:
Stage 1: Create and launch unique adverts to bypass Meta moderation
When creating adverts for cannabis sales, we tried to make the simplest possible creatives so that users could immediately understand what we were advertising, and since most people had never seen such adverts, we didn't even need to break the audience's banner blindness, but simply convey the key meanings and benefits of the product.
After people clicked on the advert they were taken to the Instagram or Facebook profile posts. This is where the managers would get to work and start communicating with customers. Our task was just to attract as much of the target audience as possible with unique adverts whose appearance in the feed attracted the interest of the majority of people.
You can see an example of one of the adverts below (the creative was created in Dutch, but for the sake of the example, we made one in English)
A chain of coffee shops in the Netherlands. Have a large number of counters all over the Netherlands, they also have online home delivery of cannabis. The management decided to develop their social media marketing and run targeted advertising to bypass Meta moderation. Due to the NDA agreement we cannot name the company we are co-operating with, but we can show the results of our first month of work with this company.
The advertising budget for the first month of cooperation was $3.000.
The goals of the advertising campaign:
- To launch cannabis advertising to bypass Meta moderation
- To calculate the return on investment in advertising by analysing the results.
Stages of the advertising campaign implementation:
Stage 1: Create and launch unique adverts to bypass Meta moderation
When creating adverts for cannabis sales, we tried to make the simplest possible creatives so that users could immediately understand what we were advertising, and since most people had never seen such adverts, we didn't even need to break the audience's banner blindness, but simply convey the key meanings and benefits of the product.
After people clicked on the advert they were taken to the Instagram or Facebook profile posts. This is where the managers would get to work and start communicating with customers. Our task was just to attract as much of the target audience as possible with unique adverts whose appearance in the feed attracted the interest of the majority of people.
You can see an example of one of the adverts below (the creative was created in Dutch, but for the sake of the example, we made one in English)
Stage 2. Analysing and scaling
After the first three days of running targeted ads, we saw that the average price per message was $2 - $2.5. This suited us fine and we started scaling our ad campaigns. We also want to say that we didn't change the original adverts as the results were good from the start, so we decided not to change what was producing good results.
We like to work with projects that build their earnings plan for the long term. Our coffee shop chain was just one of those, they offered their first customers to order 1 gram of cannabis for free. This gave everyone the opportunity to evaluate the quality of the product and only then to place larger orders. It is clear that at the beginning of the campaign it will not bring much profit, but at a distance, it will pay off many times over, as customers who try the product for free for the first time, will return to our network more than once.
You can see the statistics from the advertising cabinet on the screenshot below (since the Netherlands is part of the EU, the statistics on the number of initiated correspondence is not displayed):
After the first three days of running targeted ads, we saw that the average price per message was $2 - $2.5. This suited us fine and we started scaling our ad campaigns. We also want to say that we didn't change the original adverts as the results were good from the start, so we decided not to change what was producing good results.
We like to work with projects that build their earnings plan for the long term. Our coffee shop chain was just one of those, they offered their first customers to order 1 gram of cannabis for free. This gave everyone the opportunity to evaluate the quality of the product and only then to place larger orders. It is clear that at the beginning of the campaign it will not bring much profit, but at a distance, it will pay off many times over, as customers who try the product for free for the first time, will return to our network more than once.
You can see the statistics from the advertising cabinet on the screenshot below (since the Netherlands is part of the EU, the statistics on the number of initiated correspondence is not displayed):
Results of the advertising campaign:
In 30 days of cooperation, we managed to invest $3,000 of advertising budget. During this time we received 1,311 messages from potential clients, with an average price per message of $2.28. At the time of publishing this case study, our clients have received orders from new customers worth $9,400 and this figure will increase every day as customers will come back and re-order products.
The coffee shop chain is very pleased with this return on advertising investment and in the second month of co-operation they are ready to invest already $10,000 of advertising budget.
We are very happy that our knowledge of moderation bypassing can bring such a great return on investment to projects that simply could not physically launch advertising campaigns for their products.
In 30 days of cooperation, we managed to invest $3,000 of advertising budget. During this time we received 1,311 messages from potential clients, with an average price per message of $2.28. At the time of publishing this case study, our clients have received orders from new customers worth $9,400 and this figure will increase every day as customers will come back and re-order products.
The coffee shop chain is very pleased with this return on advertising investment and in the second month of co-operation they are ready to invest already $10,000 of advertising budget.
We are very happy that our knowledge of moderation bypassing can bring such a great return on investment to projects that simply could not physically launch advertising campaigns for their products.
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