Case study
A gluten-free success story!
Witness our bread and butter
How did a young entrepreneurial couple defy all expectations and win over Slovenia?
The answer is Gluteno.
A charming company that sells its gluten-free products through our largest retailers.
But physical stores trap you…
A benefit of retailers is that passersby can just grab a product off the shelf and try it.
If they like it, they will repeat their purchase the next time they visit.
But what happens if the retailer cancels the contract and the customer can’t buy the product anymore?
In most cases, the purchases stop – the customer won’t change their habits and visit another store just for Gluteno pasta (even if they love it).
But this isn’t the only retailer trap:
How does a small business become independent?
THE ANSWER IS INTERNET.
At PIKA., we tackled two challenges.
Gluteno had an excellent starting point for both answers:
So, how did we…
…build a relationship with customers?
Customers love friendliness and homeliness, so we built a warm company voice and offered a refuge where our readers felt safe.
Great Gluteno Prize Bake-off.
A random person received 100 € worth of Gluteno products if they baked a gluten-free dish and shared it on social media with the hashtag #glutenoprizegame.
But who would bake just to win some pasta?
Over 100 people joined the prize game and included photos of their delicious masterpieces, which we proudly shared on Gluteno’s profile.
Our bake-off succeeded because we understood our target audience and encouraged them to create something beautiful and delicious.
RESULT
a sense of community and over 100 new loyal followers
Okay, but how did you increase the customer base?
Our bake-off reached many people – probably a few thousand if you count up all acquaintances, relatives, and online readers.
But nothing beats an effective lead-gen campaign.
Do you know what people with dietary restrictions lack?
GOOD FOOD
Do you know what Gluteno offers?
GOOD FOOD.
The recipe book was advertised on Meta platforms and is given away for free if you sign up for the newsletter on their website.
The average cost of an e-mail with a Meta ad is:
€11.86 / email*
(*vir: https://www.narrative.bi/advertising/facebook-ads-cost)
Our ad achieved a cost of
0,41€ / e-mail
This means that for 41 cents, we received an e-mail from a potential customer in our target demographic. The e-mails are used in e-mail marketing campaigns for further promotions, discounts, and news.
What did we achieve in 4 months?
For Gluteno, a company that hadn’t advertised online before, we successfully raised the ROAS from 0.79 to 1.82.
ROAS
Return on ad spend
from 0,79
to 1,82
The best performing ads are still running and actively collecting new contacts.
In that same time period, we increased the brand awareness, boosted sales in stores, and helped them create a community where followers are not just readers but active members that contribute to its growth.
PIKA.DIGITAL D.O.O.
Feel free to leave us a direct message at hello@pikadigital.eu
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