- Content creation
- Performance marketing management
- Shopify landing page creation
Konditor is a London-based bakery and retailer of brownies, cakes, and baked goods which are available both locally in-store and nationally through their eCommerce channels. Although the business operates year-round, they see their highest sales periods line up with holidays and other annual occasions .
Namely, the festive period, which is always one of their most successful. This is largely due to the popularity of their mince pies, which we’ll personally vouch for as being amazing. Having previously been voted “Best mince pies in the UK,” Konditor’s mince pies are also one of the business’s most popular products year on year.
We’d previously helped Konditor migrate from Magento to Shopify, and had been working hand in hand as their eCommerce partner since. Backed by our expertise, Konditor were looking to run a full-scale marketing campaign for their mince pies in the lead-up to the holidays.
The Challenge
Having worked with the business for a while, Konditor trusted us as their advertising partner.
Wanting to make the 2024 festive season their best yet, Konditor wanted to run a full scale marketing campaign to help reach their goals.
But, having never run a dedicated campaign before, they needed guidance from a campaign strategy and content perspective, and in understanding what the best practice steps were for their eCommerce store as a result.
- Creative direction
- Meta ads management
- Icon design
- Landing page design
The Solution
A marketing campaign should differentiate itself from your other creative output, even if only slightly. For Konditor’s mince pies, we recommended that the brand lean into the lifestyle aspect, showcasing both how they were made, and the context in which customers would use them.
This style of creative would be used across all ad styles, including some new ones we’d be testing for the first time, and the new mince pie landing page, where we would be directing all ad traffic. Speaking of…
A dedicated landing page is an essential part of any marketing campaign. That’s not to say it needs to be a newly built page, but that all ads within a campaign should go to the same place. All of the hard work driving sessions is no use without a shoppable landing page…
In Konditor’s case, we did build a new landing page, highlighting the lifestyle creative that we had created. We also took it as an opportunity to build on Konditor’s existing product page and added some custom USP blocks along with purposely designed icons.
The Outcome
Konditor’s mince pies are one of their most popular products well before we entered the picture. So, we had high hopes that the campaign would be successful.
We did not anticipate it being so successful that Konditor would ask us to turn all ads off.
A premium product offering combined with our proficiency for delivering strong creative, pioneering meta ads strategy, and a landing page optimised for conversions brought Konditor some unprecedented results.
With December typically being their best month of the year we expected to see an increase in sales. However, November 2024 had been the best month for Konditor that year from a Meta Ads perspective - with revenue from Meta Ads being up 142% compared to October due to key campaigns like Black Friday & Cyber Monday.
In December, we saw a further increase of 47% in revenue from Meta Ads, meaning that Konditor’s revenue from Meta Ads increased by 263% in two months’ time, with over 150,000 mince pies sold in total.
Due to the success of the campaign, Konditor is now using the mince pie landing page as a template for other landing pages, having already used it for their central Christmas campaign. Equally, the seasonally structured approach towards Meta Ads is going to be replicated going forward, and we’re sure it will bring Konditor increased value with every passing campaign we run together.
Every great relationship starts with a conversation. We’d love to talk with you about your next project and answer any questions you might have about Shopify. But be warned… once we get talking about this stuff, it’s hard to shut us up!
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