Crab Farm Winery
The Client
Crab Farm is a popular winery, restaurant, and function venue based in Napier, New Zealand.
The Brief
Following Cyclone Gabrielle, Crab Farm Winery saw a decrease in bookings and sales - a direct result of lower tourist numbers in the region, and many locals no longer living in the area or experiencing financial hardship.Â
The wanted to use Facebook Ads to help them increase brand awareness, generate table bookings, and grow their email list during this lull period.
Crab Farm employed a team of contractors to generate fresh content that could be used as marketing collateral for this campaign. My role was to create and manage the Facebook Ad campaigns. This also required a fresh set-up of their Facebook Business Manager and implementing Google Analytics 4 on their site.
The Strategy
Use 2x Facebook Ads campaigns to deliver our messages to Crab Farm’s target audiences across Hawkes Bay and New Zealand. This included:
1x Bookings Campaign
•The goal: Generate bookings through the website
•The KPI: 160 individuals in for lunch or dinner
1x Email Campaign
•The goal: Generate email sign-ups through the website
•The KPI: Grow email list by 200 people by the end of 2023
The Results
Bookings Campaign
The KPI: 160 individuals in for lunch or dinner
Final Results: 80 bookings
Assuming each booking was for 2+ people, we will have exceed this goal of 160 individuals in for lunch or dinner.
1x Email Campaign
The KPI: Grow email list by 200 people by the end of 2023
Final Results: 209 email sign-ups by September.
