Paid Case Study: Old Chang Kee @ Home

For our next paid case study, we are going to look at Old Chang Kee and their at home offering. We kicked off paid for Old Chang Kee to promote their delivery options within central London but we found that our budget was being spread too thin and we were delivering ads in a highly competitive market.

We took the decision to pivot to their OCK @ Home offering because it meant that we could attract audiences from around the country. It felt like this would be a more budget friendly decision.

Campaign Build

Our campaign objective was very simple, to promote and sell as many Old Chang Kee @ Home products as possible. The backend infrastructure for tracking and managing delivery was already established. So we just had to build some winning creative that attracted purchases.

We used some of the existing collateral that we already had as we deliver OCK’s organic social media. We re-edited some of the OCK @ Home b-roll we had to have a stronger CTA (Call To Action) and then launched.

Here’s an example of the first wave of ad creative’s we built:

Week 1 was strong, we attracted a Cost Per Click (CPC) of £0.19, nearly £1,800 of Add To Cart Value (ATCV), and a Return On Ad Spend (ROAS) of 2.57.

For the next 10 weeks performance wasn’t as strong but still delivered profitably with a CPC of £0.27, ACTV of ~£10,000 and a ROAS of 2.22. We felt that performance was tailing off and could definitely improve, particularly with some better messaging.

This campaign always felt like we were having a lot of cart abandonments and the price was probably a factor, the average cart size was less than £20 and we believe that people were put off by shipping costs etc. just for the delivery of a few mini curry puffs. So it was important that we angled our messaging around banquets and big events to attract audiences that were going to spend more.

So we developed a new batch of creatives specifically around that messaging.

The surprise winner however, was this short little ad that has delivered 90% of all purchases since we went live:

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This showed significant improvement to campaign performance. We still delivered a CPC of £0.27, and the ATCV averaged at around the same level. Most importantly though our ROAS shot up from 2.22 to 4.87. Effectively doubling the profitability of the campaign.

This goes to show once again, that the power of an effective ad campaign is all in the creative. We changed nothing else in the delivery of the ads, but better creative has driven double the results.

We will continue to develop fresh and engaging ad creatives for Old Chang Kee and let the data inform our decisions.

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