Boosting paid performance for seafood specialists Wright Bros

About the client

Wright Bros. Ltd is built around the idea that everyone should be able to enjoy fresh, high- quality seafood any day of the week.

Starting out as an oyster supplier to some of the most popular restaurants, they soon branched out and opened restaurants of their own, bringing their passion for fresh fish and seafood to their customers.

Up until 2020, Wright Bros. Ltd were a restaurant and B2B wholesale business. However, when the pandemic brought the restaurant and hospitality industries to a halt, they knew they had to adapt to stay afloat.

Objectives

Wright Bros reshaped their wholesale business and introduced a D2C offering of fresh fish and seafood, with home delivery available. This enabled them to remain trading despite COVID-19.

We began working with Wright Bros. Ltd three months into the start of their D2C offering.

We immediately got to work on increasing their Paid Media activity, which we knew was key to Wright Bros. Ltd seeing an increase in orders, which was the main objective.

We launched Paid Search, Shopping and Social, all with careful targeting backed up by audience insights.

Our approach

We focused on those looking for fresh, quality food delivered directly to their doors to capitalise on the increased audience brought about by the pandemic.

For the first few months, our focus was on implementing strong foundations. Communication with Wright Bros. Ltd was vital, as they have the market and product knowledge, which we could then combine with our Paid Media expertise to provide campaigns that really cut through the noise.

Having undertaken the basics, we set our sights on the peak periods of November and December. We set rules for scaling the activity through these two busy months, ensuring we hit CPA goals throughout.

Our strategy

For our Paid Search strategy, we focused our efforts on the upper funnel activity, utilising 6 core categories. This activity allowed us to speak to consumers as they entered the market, effectively minimising any drop in awareness over time, all while putting us in the forefront of the user’s mind when in the market.

We also implemented a new structure for all Paid Shopping activity, introducing a dynamic performance-based taxonomy. This allowed us to maximise spend and visibility on the products that performed the best over a 14-day period and minimise how much we were spending on products that weren’t selling as well at any given time.

We also implemented Paid Social activity to support our Search strategy. Using in-depth audience research and insights, we used social media platforms, Facebook and Instagram, to grow brand awareness and showcase the offers using eye-catching assets.

The results

Paid Search:

• 418% increase in CR%
• 76% reduction in CPA
• 1577% increase in revenue
• 206% increase in traffic

Paid Shopping

• 39% reduction in CPA
• 75% increase in CR%
• 429% increase in revenue

Paid Social

• 9% increase in spend
• 133% increase in revenue
• 52% reduction in CPA

Client feedback

“Working with Honchō enabled us to get our fresh seafood into the homes of seafood loving British Consumers cost effectively, in much greater numbers than we imagined possible. We look forward to working with the team on more projects in the near future.”