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Ella’s Kitchen  | Testing their communities

Have you herd? Here’s how Ella’s Kitchen leveraged peer influence among parents to increase subscription signups, leading to 102% more signups compared to the test average. 

Ella’s Kitchen is about helping parents make mealtimes yummy and fun. With trust and community playing a big factor in their sector, Ella’s Kitchen wanted to improve community targeting to increase their “Ella’s Friends” programme signups. Using Herdify’s behavioural science-backed location targeting software, Ellas’s Kitchen amplified their community marketing.   

This article discusses the detail of the testing process Ella’s Kitchen went through with Herdify. If you’ve not seen the case study, click here to read that.  

Ella’s Kitchen’s community test

Ella’s Kitchen used Herdify over a 3-month testing period to uncover the optimal location-targeting strategy for their Facebook campaign. Through an A/B/C test, Ella’s Kitchen compared the locations where Herdify’s data showed parents were most likely to sign up to their “Ella’s Friends” programme.

The test was split into three phases to provide incremental learning, where learnings from the previous phases were passed to the subsequent phases. The first two phases explored the performance of three groups – this was to identify how Herdify’s data could benefit Ella’s Kitchen’s campaigns going forward.  

Herdify’s data science team devised and provided the testing plan, while Ella’s Kitchen’s agency, Good Stuff, ran the campaign and provided results from Meta.

Step 1

Ella’s Kitchen uploaded their existing Ella’s Friends data to the Herdify portal. Once this was complete, their optimal targeting locations were created automatically by the system, and were referred to as “Group A” for the test.

Step 2

Herdfy’s data science team then built two bespoke audiences to test against. The first comparison audience were those demographically similar to the areas identified as having a brand community. The second was areas that were not similar but had received signups in the previous two years.

A summary of the three testing audiences:

Group A: Herdify-identified communities.   

Group B: Locations that are geo-demographically similar to Herdify-identified communities.  

Group C: Locations without Herdify communities and not geo-demographically similar to those where communities were detected and had signups in the previous two years.  

In order to test the impact of advertising vs organic activity, half of each audience was held back into a “hold out” cell. These are locations that would receive no adverts and provide a control against organic signups not stimulated by advertising.

Figure showing the test cells and hold out cells across the 3 audiences.

In the first two phases, Groups A and B saw the greatest uplift in Friends signups, with a combined uplift of 39% compared to 22% in group C.  

In the third phase, based on the performance of the previous phases, group C was removed as were the hold out areas for A & B, meaning that ads were shown to the full audiences of groups A and B to measure the full potential of these groups with the entire budget.

In phase 3, we saw that parents in Herdify-identified communities and demographically similar areas were 15% cheaper to acquire than the target CPA.  

The results? 

In Herdify-identified communities, “Ella’s Friends” were 6.3% cheaper to acquire, and targeted advertising led to 102% more signups compared to the test average.

Click here to find out more about Ella’s Kitchen’s story by seeing the case study.

Friends in conversation | Herdify

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Ignite your brand power: Why your offline community is the real influencer

“Social communities grow more powerfully offline, yet most marketing tactics tap into the online element. 92% of word-of-mouth – the single biggest influence on consumer buying behaviour – happens offline."

~ Ed Barter, Lead data scientist at Herdify

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