Smokiwok
This case study explores the Facebook ad campaign run for Smokiwok, a Chinese food brand, focusing on increasing brand awareness during the T-20 finals, strategies used, campaign execution, and key results.
Client Overview
Introducing The Brand
Smokiwok
Smokiwok is a Chinese food brand offering a blend of classic and fusion Chinese dishes. The brand is well-loved for its variety of flavors and quick service, making it a go-to choice for those craving a flavorful Chinese meal.
Summary
Objective & Overview
Objective
Increase brand awareness and reach among cricket fans and food lovers during the T-20 finals.
Overview
Smokiwok, known for its fusion Chinese flavors, launched a targeted Facebook ad campaign to engage with fans of T-20 cricket and attract them to enjoy Chinese food during the matches.
1 Target Audience
The campaign targeted food lovers and cricket enthusiasts across key cities in India during the T-20 finals.
Food lovers interested in Chinese cuisine
Cricket enthusiasts following T-20 finals
Urban consumers across key Indian cities
2 Campaign Strategy
The campaign was designed to capture the excitement surrounding the T-20 finals, using event-based messaging like 'Enjoy T-20 with great Chinese food.' High-quality visuals of the brand's best-selling dishes were paired with geo-targeted ads.
3 Execution
Event-driven campaign execution through strategic timing, budget optimization, and geo-targeted advertising during T-20 finals.
Timeline
Campaign executed from 1st June 2024 to 29th June 2024, strategically timed during the T-20 finals period.
Budget & Objective
Ad set budget of ₹100 with reach objective on Facebook platform for maximum brand awareness impact.
4 Campaign Results
The Facebook awareness campaign delivered impressive reach and cost-effective results with minimal budget allocation.
Reach
Impressions
Cost per result
Total amount spent
5 Challenges and Solution
With a modest budget, the campaign had limitations on continuous optimization to improve effectiveness in underperforming areas.
Challenges:
With a modest budget, the campaign had limitations on continuous optimization to improve effectiveness in underperforming areas.
Solutions:
Tapping into the excitement of the T-20 finals created a timely connection with the target audience. The ads were refined based on performance in different cities to improve engagement and reach. Eye-catching visuals of the food combined with the excitement of the T-20 finals helped drive better awareness.
6 Key Takeaways
Essential lessons from the event-based brand awareness campaign strategy, execution, and performance results.
Event-Based Campaigns Work
Aligning campaigns with major events like the T-20 finals can significantly boost reach and relevance.
Budget Allocation
Even with a modest budget, strategic use of geo-targeting and optimized messaging delivered impressive reach.
Cost Efficiency
The campaign's cost per result was low, showing that a well-targeted campaign can deliver strong results even on a tight budget.
Conclusion
End Results
The Facebook awareness campaign for Smokiwok was a success, achieving significant reach with a low budget. By aligning the campaign with the T-20 finals, Smokiwok's brand visibility was increased, successfully engaging with food lovers and cricket fans alike.
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