Digital marketing | paid social campaigns

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A fresh vegetable and egg salad on a blue plate, with tomatoes, sliced cucumbers, radishes, avocado, and soft boiled eggs, accompanied by a glass of iced tea on a rustic wooden table.

River Cottage paid Facebook campaign

River Cottage is a brand used for a number of ventures by television chef Hugh Fearnley-Whittingstall. These include a long-running Channel 4 television series, cookery courses, events, restaurants and products such as beer and organic yogurts.

While I was working with Aquamarine Media agency, River Cottage approached us wanting to quickly increase ticket sales in the final weeks leading up to a key event. Their Facebook campaigns weren’t fully capitalising on their existing loyal and engaged fanbase, and they wanted to reduce Cost Per Acquisition (CPA) for ticket sales (previously £20). I devised a strategy, created the ad copy, and implemented a paid Facebook campaign to boost ticket sales at a much lower CPA of just £5.

What did I do?

I implemented a Facebook advertising campaign utilising both retargeting as well as highly-specific targeting of River Cottage’s key customer audience groups.

Retargeting campaigns were refined further through interest segmentation to maximise relevancy. Throughout the campaign, I needed to act quickly in order to test and identify the most effective approach and maximise results in a short time.

Person holding a cardboard tray of loaded nachos with chips, black beans, diced tomatoes, shredded cheese, sour cream, chopped cilantro, lime wedges, and sliced jalapeños.
A pink circle with the number 156 and the text Ticket Sales in 2 Weeks, with a small yellow and red shape at the top right corner.

How did it go?

Because the campaign targeting was highly focussed, and ad creatives extremely relevant to each audience group, we were able to cut CPA by 75% and increase ROAS by 57% while increasing ticket sales in the final weeks.

  • £9 return on ad spend

  • £5 CPA (down from £20)

“River Cottage appointed Aquamarine to work with us for a campaign on one of our events and we were very impressed. They delivered a great campaign under a tight schedule and were very responsive and helpful. Would definitely recommend.”
— Gemma Rodway, Marketing Manager at River Cottage