The Product
Owned and Operated by Bloombay Enterprises LLP, The Belgian Waffle Co. was an idea born out of passion and with a mission to spread taste and delight. Founded in 2015, the company strives to constantly innovate while staying true to its values of excellence, simplicity and affordability. One of the first waffle specialty stations in India, Belgian Waffle Co offers a unique, on-the-go waffle sandwich. From specially formulated eggless batter to premium fillings, BWC is constantly on the lookout for innovation while at the same time maintaining a consistent top quality product.
The Objective
The objective of the campaign was to increase brand awareness and overall traffic to their Amazon store.
Target Audience
The campaign’s target audience was different depending on the product-
- For Pancake Premixes,the target audience was female between the age of 18-45 years who are interested in food, lifestyle, and travel.
- For Waffle Crisps, the target audience was male & female between the age of 16-35 years.
Geography
The campaign was PAN India with central focus on top metro cities.
Challenges
The challenge was to filter out the following people-
- Who are interested in snacks, waffles, chips, crisps, desserts, coffeehouses, chocolates, and home food delivery
- Are college students or early jobbers
- Who are social media savvy
- Who look online for word of mouth and recommendations
- Are quality conscious and love eating out
- Look for discounts
- Are breakfast oriented
- Those who look for a quick fix for cooking at home, and other such ready to cook items.
Approach
While selecting the advertising platforms and keeping the objectives in mind, the following were some of the factors that were considered:
- Since the objective was to increase brand awareness and traffic on Belgian Waffle’s Amazon site, and the target audience were between 16-45 years, those platforms should be used that offer a better opportunity for awareness like Google, YouTube and Snapchat. The same sites are also used widely by the people in the above mentioned age group.
- The majority of our target audience actively use Google, YouTube and Snapchat, especially those who are food enthusiasts and are into food blogging and online ordering.
Solution
Keeping the approach and objectives in mind, and based on the past campaign execution experience, the following were the digital platforms that were suggested:
- Google Display – Google display advertising is considered as the cornerstone of a digital marketing strategy, you can reach out to your targeted audience on your niche websites, apps, games or wherever your ad can appear through AdWords. It offers targeting options like age, geo, profession, etc. Hence, Google display ads helped the brand to target the audience by custom intent which helped in driving the awareness as well as the website traffic to Belgian Waffle.
- YouTube– YouTube is the biggest platform for watching long and short video content which has a high popularity among young adults and adults alike. The platform has also become the top choice when it comes to food blogging and is widely used by food enthusiasts. Hence video ads of the brand were run on YouTube so as to directly target the relevant audience.
- Snapchat- Snapchat is a mobile messaging application used to share photos, videos, text, and drawings. It has become hugely popular in a very short space of time, especially with young people. Since the majority of the target audience of the Belgian Waffle’s campaign was young adults and millennials (between the age of 16-45 years), this platform was used.
Campaign execution (creatives)
The brand came up with interesting and compelling banner and video ads, some of which are as follows-
Amazon Ads
Google Display Ads
YouTube Ads
Results
The campaign resulted in 4x increase in total reach.
