Emote Digital Helped Bakers Delight Expand Their Franchise Network
Emote Digital created a collection of creative and design output to help Bakers Delight to expand its franchise network.
Rise and Shine With A Bakers Delight Franchise
Bakers Delight Franchising is all about giving everyday people the chance to own a slice of an iconic Aussie brand.
Bakers Delight wanted to attract new franchise owners across Australia and New Zealand with digital campaigns. This meant that Emote had to target high-quality segments of the market in order to drive the expansion of this national brand.
The Challenge
Getting the Mix Just Right
Owning a franchise requires a specific type of person. Emote identified an ideal persona focusing on three key targeting segments. This included young, affluent families, business owners looking for opportunities and middle class and high-income earners.
Emote diversified the messaging across these three different segments to tell the story of owning a Bakers Delight franchise in a way that suited each one.
This required them to condense a lot of information into an accessible form — which can be tricky in a digital format. Luckily, they were up for the challenge.
The Approach
Their Bread and Butter
Emote knew they needed a wide-reaching campaign to find the right leads to grow Bakers Delight. Leveraging a range of advertising channels including Facebook, Instagram, LinkedIn, Google, YouTube, Taboola, and AdRoll they created an expansive collection of creative and design output.
The campaign duration ran over 12 months, which included constant copy and creative refreshes for the various stages of the user journey.
To drive top-of-funnel traffic Emote harnessed the power of LinkedIn, Google, and Taboola before engaging in further retargeting with AdRoll, YouTube, Facebook, and Instagram.
LinkedIn proved to be perfect for targeting demographics based on job title and seniority. This was crucial for reaching potential and current business owners. Taboola was used to reach higher affluence families and also gave great exposure to the Bakers blog content.
Emote used Google to show ads to people searching for terms related to franchise ownership. This multifaceted approach lets them find the real winners, and hone in on them.
AdRoll, Youtube, Facebook, and Instagram allowed them to serve conversion-focused ads to users who had already shown interest.
This range of touchpoints and extended customer journey allowed them to create a detailed story about franchise ownership, ultimately providing the high-quality leads that Bakers Delight needed.
The Outcome
The results were a digital strategy that was both in-depth and flexible. By employing a wide range of both top and bottom of the funnel tactics to grow the quality of leads, Emote helped Bakers Delight to expand their franchise network, with:
- A 35.9% increase in site traffic over 12 months
- A 29% increase in franchise enquiries over 12 months
- A 170% increase in conversions from Google Ads
- A 45% increase in conversions from social
This means they’ve since set even more lofty goals for Emote to hit in order to keep this iconic Aussie brand growing!
About Emote Digital
Emote Digital has been delivering integrated solutions with beautiful results since 2001 offering in-house WordPress, WooCommerce, Shopify, and digital marketing services.
