CASE STUDY

Baked up success for Leckerbaer by achieving a 100% increase in Return on Advertising Spend (ROAS) within 3 months

Background

Founded by Jakob and Gabi Bär Mogensen, Leckerbaer brings Copenhagen’s rich pastry tradition to Singapore.

With roots in the European Michelin-restaurant scene, they chose the historic butter cookie as their signature, inspired by New Nordic cuisine’s exploration of local flavors and quality. Today, Leckerbaer not only honors Danish pastry traditions but also showcases elegant design through its offerings.

Now, Leckerbaer proudly operates two outlets in Singapore: one nestled in the bustling Isetan Scotts and another on the vibrant Keong Saik Road. Each location serves a selection of baked goods that embody the founders’ commitment to craftsmanship, flavor, and the celebration of Danish design.

At a Glance

Return on Ad Spend
100% increase in Return on Ad Spend (ROAS)

Client Satisfaction
Boosted sales of a wider selection of Leckerbaer products

Client Satisfaction
Improved client satisfaction

Challenges

While Leckerbaer was looking to boost sales of their other pastries, they were held back by a number of factors. These were:

Limited Product Appeal: While Leckerbaer’s Smakager pastries enjoyed popularity, the broader array of their offerings struggled to attract the same level of interest. This imbalance underscored the need to elevate the market appeal of their complete product line to ensure a more uniform success rate across their offerings.
Marketing Budget Constraints: Operating on a tight budget posed a significant challenge for Leckerbaer in terms of marketing and promotional activities. The scarcity of funds necessitated the adoption of creative and cost-efficient marketing strategies to enhance their brand visibility and product appeal without incurring substantial expenses.

These challenges were pivotal for Leckerbaer as they strived to expand their customer base and solidify their standing in the competitive Singaporean pastry market, all while managing financial constraints and striving for a balanced product popularity.

Our Approach

Launched Multi-Platform Ad Campaigns

In our strategic partnership with Leckerbaer, we recognized the importance of diversifying our marketing strategies to successfully connect with and captivate their intended audience. We launched focused advertising campaigns on Google AdWords, Facebook, and TikTok.

Following an extensive period of research, experimentation, and refinement on these channels, it became clear that Google AdWords and Facebook advertisements yielded the highest number of conversions.

To that end, we advised Leckerbaer to run sales ads on Facebook and Google only. LiteBrew also introduced a number of optimisations to further improve ad conversions.

Extensive Keyword Research

Our keyword research process for Leckerbaer was thorough and precise, utilizing sophisticated tools and analytics to identify terms and phrases most pertinent to Leckerbaer’s target demographic. We concentrated on pinpointing keywords that prospective clients were employing in their searches for items like Danish butter cookies and mini tarts.

This phase was essential for fine-tuning our Google AdWords campaigns, guaranteeing that our advertisements were displayed to users who showed a clear interest in items like Danish butter cookies and mini tarts.

By focusing on these select keywords, we markedly enhanced the relevance and impact of our ads, resulting in improved click-through rates and a more effective allocation of our advertising budget.

Highly- Detailed Audience Research

Similarly, our audience research for Leckerbaer was specifically designed to grasp the demographics, interests, and online behaviors of their potential customers. On platforms like Facebook, where user interests and interactions are detailed, we implemented advanced segmentation and targeting techniques.

This involved analyzing data regarding users’ online activities, preferences, and engagement with content relevant to the bakery sector and items like Danish butter cookies and mini tarts. Through this approach, we were able to develop personalized ad campaigns that truly resonated with our target audience, increasing the chances of engagement and conversion.

To captivate Leckerbaer’s intended audience on Facebook, we skillfully utilized carousel ads, combining engaging, concise copy with dynamic, appealing visuals. This format allowed us to showcase a range of Leckerbaer’s delectable offerings, from Danish butter cookies to mini tarts, in a single ad unit.

Our strategy aimed to immediately grab attention with copy that effectively communicates Leckerbaer’s premium brand identity and unique selling points, alongside visually stunning images that highlight the craftsmanship and appeal of each item.

The use of carousel ads, with their mix of compelling text and eye-catching imagery, not only sets Leckerbaer’s campaigns apart from the competition but also significantly boosts ad effectiveness.

This approach leads to higher engagement rates and improved conversion results, leveraging the interactive nature of carousel ads to engage potential clients more deeply and showcase the variety and quality of Leckerbaer’s products.

Crafting Sweet Success for Leckerbaer

LiteBrew’s tailored approach for Leckerbaer resulted in remarkable achievements for the brand.

We doubled their Return on Ad Spend (ROAS), achieving a 100% increase. This means that for every dollar Leckerbaer invested in advertising, they saw a return of two dollars in revenue. This impressive ROAS boost is especially significant in the competitive pastry market, highlighting the effectiveness of our targeted campaigns and strategic marketing efforts.

Additionally, our campaigns successfully amplified sales across a broader selection of Leckerbaer’s products, moving beyond their already popular items to elevate lesser-known treats. This diversification in sales underscores the resonance of our marketing strategies with a wide range of consumers.

Client satisfaction saw notable improvement, reflecting the positive reception of our campaigns among Leckerbaer’s target audience. This increase in satisfaction is a testament to the quality and relevance of the advertisements we crafted, ensuring that they not only captured attention but also genuinely engaged customers with compelling content.

These accomplishments underscore the success of our marketing strategy, demonstrating our expertise in leveraging ad spend to not only enhance brand visibility but also significantly boost business outcomes and customer satisfaction for Leckerbaer.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

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CASE STUDY

Background

At a Glance

Challenges