Managing Paid Media Channels

Project background

A large part of my role at Farmhouse Delivery was managing our paid social campaigns across Meta Business manager, Instagram, and Google SEM primarily. Each week, I would meet with an OOH paid media agency to track performance and oversee CPA's (making sure they stayed within a specific range) and to track sign-ups to the company's service. My role also worked to drive any creative needs, so coming up with and producing creative for paid media videos for Instagram & Facebook as well as providing applicable keywords for SEM functions on Google.

The goal of these campaigns was to drive brand awareness to our Texas delivery areas (Austin, Houston, San Antonio, and Dallas) while keeping CPAs low and reaching the correct, target demographic. (organic and local food enthusiasts)

Creative process

In order to maximize our ad performance on Meta & Instagram, we conducted A/B testing. We tested video vs. static creative, multiple iterations of copy using the same ad, and swapping out clips of creative within the same ad, and we tested including discounts vs not including discounts in different ad campaigns. To date, the best performing ads fostered a feeling of community and had visuals that featured people enjoying food together.

With this in mind, I put together a video shoot at the beginning of May intended for capturing these community centered moments around food in anticipation of the summer season. Myself and my marketing department worked to bring in actors, a professional videographer, and found a venue where we could bring an assortment of items from Farmhouse Delivery to center the creative around.

Final results

Working with this agency, sign-ups attributed to Google, Meta, & Facebook accounted for nearly 45% of our monthly sign-ups. The only higher driver of sign-ups came from word-of-mouth.

When first starting to work with this agency, due to platform issues, they said that they could not track new sign-ups via Meta and were instead tracking add-to-carts. Finding this metric unsuitable, I worked with our head of IT to implement a pixel that could capture sign-ups on this channel and give us a more accurate benchmark on our CPAs on that channel.

View Creative Assets For Paid Media

These are all videos that I executed for our paid media channels.

B2B Vendor Partnership Initiatives

Project Background

A huge part of Farmhouse Delivery's mission is supporting local farmers, ranchers, and local small vendors and their businesses. In my role, I worked to connect with our many, many vendor partners and organize marketing initiatives and collaborations between us.

Farmhouse Delivery's business model operates on buyers purchasing product at cost from our local partners, and then selling it on our website with a mark-up. Many of the partners we work with operate small farms or businesses and don't have the time or bandwidth to develop a platform or build up a large audience to consistently sell their products. That's where my job comes in. I worked with local vendors to help them get explore & drive sales for their products on our newsletter and social media platforms.

Creative Background

In order to easily find ways to connect with vendors, I set up a vendor partnership program using google forms and google sheets, and then worked with our buying team to disperse forms to our vendors. Based on the answers to their questions about marketing initiatives, I'd then reach out and set up times to meet with them to discuss cross-promotional campaigns.

One of the ways we chose to highlight vendors was through doing spotlights in email and social surrounding either the uniqueness of their product or illustrating the story of their farm/ranch/business. We also chose to work with specific vendors on giveaways via social media if they had the bandwidth to provide us with extra product for the winning customer. We also provided these local vendors with partnership codes that they could send out to their newsletter list that would give their audience a discount to shop Farmhouse Delivery's marketplace.

Final Results

On a monthly basis, I would work with around 10 vendors along with our buying team to set up marketing spotlights around vendors who we were partnering with on pass-through promotions or vendors who's products needed a push sales-wise. Working in this B2B setting, I got to work with some amazing vendors in the Austin & Texas spheres & help move their products.

When featuring a product in newsletter and social, we would see an average 30% increase in sales for that product.