Facebook Case Study: Christmas at Coles

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Sep 17, 2014
Sally Schofield
social media

With less than 100 days until the big guy in the red suit arrives, it’s time to start your festive season activity.

Supermarket giant Coles turned to Facebook when they wanted to target Australian mums to boost in-store and online sales in the lead up to Christmas. Further goals for the activity were to encourage the public to associate Coles with Christmas, putting the chain front of mind for seasonal shopping.

The campaign ran between December 4–23, 2013 and used a combination of enticing photo ads promoting festive foods as well as link ads designed for sharing content and driving consumer back to the Coles website.

Identifying 25–54 year-old Australian mothers as the group most likely to do the grocery shopping, ad content was then created to appeal to this group.

The results:

Coles received 20X return on their ad spent for this campaign (calculated based on Nielsen Sales Effect and advertiser spend).
Over 2 million households reached (Nielsen Sales Effect and Online Campaign Ratings).
89% accuracy in reaching grocery-buying mums (Nielsen Sales Effect).
25% increase in message association that “Coles is the best value store for Christmas groceries” among women exposed to the campaign versus a control group (Nielsen Brand Effect).

Facebook is a powerful channel for retail marketing that has proven especially effective in the lead up to major holidays and seasonal events. Why not take a leaf out of Coles’ social media marketing book*?

If you’d like to talk about how strategic Facebook paid advertising can boost your sales in the lead up to Christmas, get in touch.

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