Case Study 2: Chrisco Hampers

For over 40 years Chrisco has delivered happiness to hundreds of thousands of families in the UK, Australia, New Zealand and Canada. Customers can conveniently shop from thousands of quality, trusted brands and over 100 different Christmas Hamper options online and through their customer service centre. Chrisco has predominantly spent its advertising budget through traditional media and with the support of Insight shifted a majority of this budget into digital media.

Between September 2018 to April 2019, Insight developed and managed Chrisco’s Christmas 2019 social media campaign for Australia, New Zealand and Canada. The major sales period for Chrisco, customers choose from a range of food hampers and home and lifestyle products which they pay off in small payments throughout the year. The earlier customers order the less they pay each week, so it’s vital to convert customers early in the campaign.

With an ad budget of just $235k, we utilised Facebook and Instagram ads, organic social content, fan groups, competitions and influencers to meet sales targets.

The Facebook and Instagram advertising campaigns were segmented into audience groups with over 290 Ad Sets and 1700 Ads created to deliver customised messages to the right people at the right time in their sales journey.

Campaign Types by Audience Segment:

• Existing Customers (bought within 2 years)
• Dormant Customers (ordered 3+ years ago)
• New Customer Lead Generation (catalogue requests)
• New Customer Conversions (website sales focus)
• Non-Starter (customers who’d requested a catalogue but never ordered)
• Remarketing 3 Days (product catalogue ads, showing products previously viewed)
• Remarketing 7 Days (brand/reminder ads encouraging a return to complete order)
• Remarketing, Previous Order 14 Days (upsell ads, targeting people who have ordered to encourage them to add new products which support their existing order i.e. Linen for their new bed order or meat hampers to support their pantry hampers)

The results from this campaign were extraordinary with over $26 million in sales from a spend of $235k (8.7%). The average cost per conversion was just $14.99 for an average sales value of $1714 per order in comparison to previous TV campaigns with $111 per converted sale.

In addition to the ad campaigns, we executed three separate paid Influencer campaigns engaging between 20-30 new influencers per campaign. These influencers contained followers within the Chrisco demographic, allowing us to announce key messages such as new catalogues to a wider audience from a trusted source.

In 2018, we partnered with an existing Facebook Fan group to help grow members and ultimately increase brand advocacy. We regularly engage with this group on survey’s regarding new products and catalogue layouts along with providing early access to special offers.

During the year we run regular competitions and giveaways to help keep the audience engaged, particularly outside of the main sales periods. A particularly successful competition asked customers to share a photo of their Chrisco deliveries on social media with the hashtag #itschriscoday for a chance to win $1000. This user-generated content was then published across Facebook and Instagram stories.