Muffin Break is a global bakery franchise chain with over 200 stores across Australia. True to their name, their signature product is the muffin. They have run a number of $2 Muffin Days on individual and state basises, extending to a national $2 Muffin Day for the first time on Halloween 2018. After the success of the first, they planned the next $2 Muffin Day for Valentine’s Day 2019.
Our task was to help them improve on the performance of the last time, increasing awareness of the event and driving sales across the board. This awareness was focused not only within their large, dedicated loyalty program and fanbase, but also to extend the reach to those outside of this, and draw in new customers.
There was an additional challenge in that in early February 2019. Townsville was hit with devastating floods, and a last-minute amendment to the campaign was to raise funds in the Townsville Muffin Break stores to give back to the community and support those affected by the disaster.
Our first step was to decide which assets needed to be created. We decided to create a blog post, two social posts and we made a Facebook event, which was boosted. The creative team collaborated to ensure that both copy and design were in alignment.
In terms of email marketing efforts, we decided that two EDMs were to be sent out to customers, one announcing the day, and one that was a teaser to let them know that something exciting was coming around the corner. We then made a further two targeted to Townsville, as it was decided that all muffin sales from the Townsville stores that day would go towards helping victims of the floods.
In order to achieve our aims of reaching both the loyal customers and new ones, we decided to take a dual approach with our digital strategy.
On Facebook and Instagram, our targeted social media ads focused on acquisition. With social campaigns, we spoke to an audience that might be less familiar with Muffin Break, and/or not regular customers. We drove the compelling $2 offer to get them to come in store, linking through to find their nearest location.
We also set up a boosted Facebook event, to provide further information about participating stores, terms and conditions, and more. Again, this was structured to drive users to find their nearest store.
This event was a success, and the Valentine’s Day $2 Muffin Day saw a 53% uplift in sales, as compared to the previous national $2 Muffin Day. Our main KPI was awareness – getting the $2 Muffin Day in front of as many eyes within the loyalty database as well as prospective new customers as possible, to drive turnout at the stores on the date. We smashed our projected reach numbers on social, reaching over 1 million people across Australia. Our $2 Muffin Day emails to the database beat industry standard open rates; in particular, our Townsville audience was engaged with our relief support efforts.
In particular, our target audience was highly engaged with this campaign: women, aged over 30 years old.
And finally, we were able to help Townsville to support their local community. One of the Muffin Break pillars is community. The open rate for our EDM campaign about fundraising efforts was well above industry standards, at over 25%. Across four stores in the Townsville area, sales were absolutely fantastic, driven by marketing efforts at such a crucial time.
The power of a carefully curated social media/digital campaign cannot be ignored. If you’re interested to find out how we can help your business achieve similar results, please do not hesitate to get in touch!