CASE STUDY

 

CREA logo

LEVEL CREATES ENTIRE NEW ONLINE REVENUE STREAM FOR CUISINE SOLUTIONS.

Le Centre de Recherche et d’Études pour l’Alimentation (CREA) is the research and development branch of Cuisine Solutions, a gourmet food supplier for commercial kitchens. CREA’s new online course offering was a test to generate new income and establish thought leadership.

9.6%

decrease in cost of landing page design and development

25%

increase in application volume

160%

decrease in overall cost per application

CHALLENGE

To increase student generation, CREA needed a digital marketing strategy that targeted multiple audiences that would be interested in CREA’s course offerings: professional chefs looking to achieve culinary mastery and home cooks looking to learn from the masters.

Using a multifaceted approach, we developed an entire digital experience from awareness to the educational environment itself to increase student generation across the entire course offering. Though we actively promoted only two courses, CREA saw student generation increases across all courses.

STRATEGY

Several underlying factors contributed to this increase in performance:

We created the entire online education experience for CREA using the LearnWorlds learning management system, customizing the platform to offer an interactive, attractive, intuitive learning experience. By adding shopping features, we were able to cross-promote Cuisine Solutions cooking products to students in the platform.

Facebook creative testing.

We ran extensive image and video tests to find the optimal visual messaging for the audience. By testing static against video concepts, we found that potential students found video more engaging and that longer videos helped to qualify students by generating more serious inquiries.

Lead nurturing efforts.

We merged several email contact lists through brand partners, the brand, and the brand’s master chefs and sent a dedicated email about specific courses. Retargeting from the Betony restaurant website drew in more traffic from a source that all but pre-qualifies the audience.

​Audience expansion.

We launched CREA marketing with a campaign to generate students for the Betony and sous-vide courses targeted at professional chefs (B2B) looking to achieve culinary mastery. However, we saw an opportunity with Cuisine Solutions’ sous-vide equipment line to also market the courses to casual culinary enthusiasts (B2C). The campaign has been successful and has helped CREA reach an entirely new segment.

VIEW THE WORK

RESULTS

By building and marketing a complete online experience, we have helped CREA generate incremental purchasing across the entire course library.

The team at level has helped CREA develop a brand - new set of innovative courses that will extend our reach and audience dramatically and level’s integrated marketing strategies and executions have helped us launch campaigns with some momentum.

James Chen
Director