YOLANDA’S CHOCOLATIERS, IS DEDICATED TO SPREADING CREATIVITY THROUGH ARTISTIC, ARTISANAL, HIGH QUALITY CHOCOLATES. TWO SISTERS, WITH A SHARED LOVE FOR UNIQUE CONFECTIONS, WHO SOURCE PREMIUM QUALITY CHOCOLATE FROM AROUND THE WORLD TO MAKE THEIR CHOCOLATES FROM SCRATCH IN THEIR CHARMING WORKSHOP IN NICOSIA.
Yolanda’s Chocolatiers is a local chocolate brand in Cyprus that specialises in handcrafted bonbons as well as other chocolate creations, which are sold globally through their online shop. Over the years, the brand has built a strong reputation for its unique high-end gifts that leave a long-lasting impression on the recipient through its artistic and artisanal designs.
Having performed the necessary research and market diagnosis for Yolanda’s Chocolatiers, we were able to not only increase online sales but also increase the client's ROAS.
Our first objective before commencing any activities on this project was to identify who our target audience was, their gift-giving behaviours and attitudes and what they look for when shopping online. We started our investigation by conducting both secondary and primary research through existing data and a local market survey, representative of the size of the local market. Based on this data, we were able to break down our target market into segments which we then extrapolated into actual market size and value.
Based on this data, we were able to select our most profitable segments and build our market personas, as well as our targeting approach. Given that we knew who our audience was, we were able to position the brand, based on the needs and core values of the consumer.
Knowing the financial value of the segment we were targeting as well as the audience size for the online gift-giving industry for high-end goods in Cyprus, we knew that one of our marketing objectives was to penetrate as much of this market as possible. During the first year, we were able to penetrate 11% of our target segment.
Once we found who we were targeting, we needed to conclude what we were going to show them. Our star product, the bonbon itself, needed to become a symbol. We needed to tell the story of the brand, through the special occasions where our audience related to it the most. From our research, we knew that our consumers wanted to create an element of excitement when gift-giving and to celebrate and enjoy the important moments in their lives.
Keeping all of this in mind, we put together a creative direction where in collaboration with associates, we were able to visually communicate the brand's story and positioning in the market, to our target audience, through content and ads. This allowed us to create cross-channel communication and campaigns, making sure that the brand was getting the exposure it deserved, both on social media and other advertising platforms.
Through social media campaigns, we managed to reach over 260K unique local users in 2022 who saw our ads at least 17 times on average during the whole year at over 4.8M impressions. Our email marketing campaigns also managed to generate revenue up to 11% of our total revenue during the year. We also increased our mailing list by 57% during 2022.
Aside from social media and Display campaigns, we knew from our research that 45% of our target audience actively searched for gifts online. This meant that we had to take our paid search campaign to the next level.
The gift-giving industry in Cyprus has seen an increase in demand for high-end gifts over the last several years and so we had to ensure that Yolanda’s built a top-of-mind association for consumers searching for similar goods. We had to research and identify the keywords that were not only relevant to the brand but also had the highest search rate to ensure we increased our impression share.
We also had to prepare an ad copy that would appeal to the target audience, highlighting the unique aspects of Yolanda’s products, and running A/B testing to optimise our ads and improve click-through and conversion rates.
The most important factor was making sure we could accurately measure the effect our campaigns were having on sales so that we could best optimise our ad spending. For this, we set up custom Google Ad conversions so that we could fully track and measure the performance of our paid search campaigns. Given that our landing destination was an eShop the most important actions that we wanted to track were add-to-cart and purchases, using certain website integrations, we were able to measure the exact revenue from the purchases conversion, as well as the exact actions of the add to cart conversion, from each and every Ad Group and exact keyword.
During the period 2022 our paid search campaign, which we had been optimising for over a year, had a conversion rate of 19% and a ROAS of 15:1.
Specifically, during the holiday season of 2022 we managed to achieve a conversion rate of 25%, as well as a ROAS of 42:1, the highest return for this client, from a campaign yet and exceeding our initial goals of increasing online sales, as well as the clients return on ad spend. Overall during the year our Google campaigns had over 560K impressions and a general conversion rate of 17% across all campaigns.
The campaigns’ use of data-driven insights and advanced analytics to make informed decisions, helped us to make the most of our client's budget and maximise the impact of our efforts. We were able to track and measure the performance of the campaign in real time and make adjustments accordingly.
The campaign's ability to effectively engage and convert our target audience is a testament to the team's expertise and knowledge of the industry and the target audience's needs and preferences. The campaign's ability to achieve a high conversion rate is a clear indication of the relevance and effectiveness of our ad copy and landing pages.