In 2010 Penguin Dry Ice, the leading dry ice company in North America, partnered with Brandware to help educate consumers about their product’s many practical and creative uses. For over 10 years, Brandware has managed Penguin’s social presence through organic posts on Facebook, contests, blogs, newsletters and branded content videos. In September 2015 we added Instagram to the social media strategy, followed by Pinterest in 2019. In this time, Brandware was able to organically grow Penguin Dry Ice’s social media presence to over 14,000 followers among all platforms and refer an average of 34,000 visitors to the website each month from social media channels.
This summer Brandware helped Penguin to identify the following challenges:
- Organic growth on the Penguin Dry Ice social media accounts had become stagnant. Facebook, Instagram and Pinterest growth had slowed to just 1% per month and post engagement was beginning to decline as well.
- Website traffic referred from social sources was inconsistent, declining some months and remaining stagnant in other months. As a result, the conversion rate from website referrals was also erratic.
Brandware developed a paid social media ad strategy that focused on increasing follower growth and website traffic. This strategy consisted of:
- Paid follower growth ads on Facebook and Instagram
- Promoted posts on Facebook and Instagram
- Website traffic ads on Facebook and Pinterest
Brandware designed the creative and copy for the follower growth and website traffic ads on Facebook and Instagram while repurposing popular posts for the website traffic ads on Pinterest. We also established a monthly budget for social media ads and determined the appropriate allocation between the various platforms and ad types.
Brandware also created an influencer marketing program for Penguin Dry Ice. We established several niches to target, created a budget and identified appropriate influencers for each. Brandware was responsible for managing each influencer campaign. This included creating a messaging brief for each campaign, executing the contracts, editing and approving influencer content, collecting analytics from each influencer, and analyzing and reporting on the results of each campaign.
The results of this integrated strategy helped Penguin Dry Ice increase website traffic and conversions.
Within 60 days of launching a paid social campaign on Penguin Dry Ice social media accounts, we saw a 20% follower increase on Facebook and a 30% follower increase on Instagram. The Penguin Dry Ice Pinterest audience grew 704% over the previous 60-day period, from approximately 47,000 to 331,000.
The paid social ads campaign resulted in a 280% increase in website traffic from social media in the first month of the campaign. In month two, the paid social ads in conjunction with the influencer campaigns resulted in an additional 17% increase over month 1 and a 332% increase over the last month of organic social media posts. In total, the first 60 days of paid campaigns resulted in a 206% increase over the previous period. While influencer campaigns were run on Instagram, Facebook, YouTube and influencer blogs, these results do not account for referrals from influencer blogs.
In addition to driving more traffic to the Penguin website, these paid campaigns also helped to increase conversions from social referrals. Overall, during the first 60 days of the campaign, conversions increased by 124% over the previous 60-day period.
Brandware was able to obtain these results on an extremely low budget, with a total CPM of just $2.69 and click-through rates of 1.74% on Pinterest and a combined 3.45% on Facebook and Instagram.
How Brandware Can Help You Increase Website Traffic and Conversions
Brandware‘s marketing communications campaigns are rooted in research, not guesswork. We have a proven track record of uncovering our clients’ captivating truth and amplifying it through paid social ads and influencer marketing campaigns, and we’d like to do the same for you. Contact us today to find out how we can bring winning results like those achieved for Penguin Dry Ice to your next marketing campaign.