Social: B2C Advertising Campaign for 24Eggs

I am currently running a new Facebook/Instagram campaign for 24Eggs, a local business that sells eggs from pasture raised, organic hens in the Atlanta area. The work I get to do for them is always fun, giving me an outlet for my playful, creative side. That feeling may come from the opportunity I have to do food photography for them as you can see in the video below.

https://video.wixstatic.com/video/b9ede0_c492a3ffb09b41c6a02cf5451de8950c/360p/mp4/file.mp4

Regardless, you'll notice that the ads below center around their core values. Getting to these core values required a lot of branding work which I loved doing. Essentially, every single message, ad, social post, web page, and blog post ties back somehow to one or more of these values.

• What you eat matters. Eat well, live well. 

• Food is love. Put love on your table.

• As a sustainable, environmentally-friendly, animal-conscious business, we raise happy hens. 

From the way they treat their animals and the environment all the way to how they treat their clients, we are able to offer proof points to support these values that are at the center of their brand. I was able to cull these values from my frequent conversations with the owner. I came to understand what he stood for, his vision for his business, and the value he aims to bring his customers. But these values also tap into extensive persona work to nail down his customers' ideals. They are health-conscious individuals who want the best for their families and are willing to pay a premium price for eggs to get it. 

I will keep an eye on ad performance as the month progresses. I am really curious to see which ad will be the winner based on cost per click. I tried four more creative ads and then one ad with just the offer straight up (this is me appeasing my curiosity about whether it really takes that much creativity to make a sale. Hopefully I'm not disappointed!).

The client has allocated $300 for their Fall Special Campaign. They are slowly dipping their toe into advertising so this seemed like a reasonable amount and enough to see some return. So far they've had one sale. An offer at just an 8% discount, they're still likely to come out ahead when this campaign is over. And they'll hopefully convert some of these individuals into long-term customers. From what the owner tells me, all it takes is one taste of their eggs to make a convert. You can't beat the color and flavor of a farm fresh egg (7 days or less, guaranteed). Eggs in general are good for you so it's an easy sell. More on other materials I've developed for them in another blog post.

Here's what I have in terms of ad performance so far.

Stay tuned for more!