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.
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.