We knew this wasn’t just about running ads – it was about crafting a unique brand experience for their audience. By leveraging the best of Google Ads, Meta, and YouTube, we focused on boosting reach, reducing costs, and creating meaningful touchpoints at every step.

1.) PPC Transformation

• We introduced YouTube, Performance Max, and Demand Gen campaigns, capitalising on Proper’s snackable video content to interact with audiences at every stage of the funnel.
  
  
• Optimised for recipe searches to drive cost-efficient traffic to the website, creating a natural path for users to enter retargeting loops.
  
  
• Positioned video assets within Demand Gen campaigns to achieve more efficient CPMs, maximising reach among the key audience profiles.
  
  
• Leveraged key micro-conversions like stockist page visits during product launches (e.g., Chilli Crisps), ensuring we reached high-intent audiences.

2.) Social Media Revival

We restructured the ad account to improve targeting and boost engagement:

• • Streamlined the targeting by setting up cold campaigns based on key demographics for each chip category (potato, tortilla, etc.) and created a unified retargeting layer for a smoother journey.
    
    
  • Mixed in traffic-optimised and reach-optimised campaigns to balance visibility and engagement.
    
    
  • Developed a diverse content strategy, harnessing different ad types, product features, and messaging styles to broaden audiences and combat ad fatigue.
    
    
  • Enhanced retargeting/nurture layers to ensure users experienced consistent brand interactions, particularly in New Zealand where loyalty is crucial.