Project Overview
We were hired as an agency to do marketing for Great Grounds, a small, regional chain of coffee shops based in the Northeast United States. The goal of the project was to increase sales on weekday afternoons by offering a “buy one drink, get one free” deal to customers who purchase between the hours of two and four, Monday through Friday. As part of this campaign, we were tasked with developing a responsive display ad campaign that would effectively communicate this promotion to potential customers.
Project Execution and Results
We began by reviewing creative best practices for developing effective responsive display ads and provided a template to the marketing intern. The intern filled out the template with headlines, descriptions, and images. We then reviewed their work and provided feedback on how to improve the headlines, descriptions, and images to ensure that they were effective in communicating the promotion and that they followed best practices for responsive display ads.
We provided feedback on the short headlines and long headline, additional headlines so that there were a total of five short headlines and one long headline. We also provided feedback on the descriptions and added additional descriptions so that there were a total of five descriptions. We also provided feedback on the images and added additional images so that there were a total of five images.
We worked closely with the intern to ensure that the final ads effectively communicated the promotion and followed creative best practices. We also provided guidance on how to optimize the ads to maximize their performance. We put all of the results in a spreadsheet, this helped us to keep track of the progress and make the necessary changes.
The final ads were a success in communicating the promotion and effectively increasing sales on weekday afternoons. The ads were well-received by potential customers and helped to drive traffic to Great Grounds’ coffee shops.
As a result, we were able to achieve the goal of increasing sales on weekday afternoons. The ads also helped to increase awareness of Great Grounds as a premium, craft coffee shop and build brand loyalty among customers. Overall, the project was a success, and we were able to deliver effective responsive display ads that helped to drive sales and build brand awareness for Great Grounds.