Crafted had never run digital paid media campaigns before, as a result we needed to set up all of the infrastructure required to do so and learn how best to reach their target audience.
Each Crafted pub has it's own brand and identity. We therefore needed to create ads that retained each pubs individual personality but that could take advantage of the economies of scale of being part of a group.
Optimising towards in-pub bookings and walk-ins
We started by running a series of tests for the launch of one pub. Once we had established a good cost per booking and proven the concept, we then were able to design multi-channel campaigns for all 7 Crafted pubs. By structuring the campaigns around key "reasons for booking", we were able to design creatives that could be rolled out to each pub while also maintaining their personality. The campaigns are running across Instagram, Facebook, Google Ads and Google Maps. Keeping the campaigns geofenced within 5km of each pub was important to their success and understanding the relationship between the targeting on each of the different channels allowed us to maximize their value while also avoiding ad fatigue.
