Booker’s SOul FOod Starters
Southern Cooking Brand Multiplies Monthly Revenue by 20X
/ABOUT Booker’s SOul FOod Starters
Industry
Food
Story
Bringing the rich tradition of traditional Southern cooking into homes everywhere, Booker’s Soul Food Starters are accessible, easy-to-prepare meal kits. Behind this brand are husband and wife Claude and Crystal Booker, who have poured their passion, heritage and culinary expertise into creating this product line.
After Just Two Months of Working with Avenue Z
Increase in Revenue
Increase in Average Order Value (AOV)
Increase in Conversion Rate
The Challenge
Booker’s faced the challenge of transitioning from a retail-centric business model to establishing a digital footprint. With no prior e-commerce or paid advertising knowledge, they lacked the tools and insights to get started, finding themselves at square one without a clear path forward.
They partnered with Avenue Z to develop a comprehensive marketing plan for launching their digital journey. With no prior metrics, content or insights into what would perform best to inform our campaign, we faced the challenge of building their online presence from the ground up.
Additionally, Booker’s shift to digital was a significant change, stepping into unfamiliar territory. This required us to provide them with a comprehensive education on everything from the fundamentals of sales funnels and effective social media advertising to grasping the nuances of metrics and crafting compelling online content.
The Approach
Through a blend of digital innovation and authentic storytelling, our goal was to meaningfully connect Booker’s with its audience, celebrating their offerings, heritage and communal spirit.
We began by identifying their ideal audience, refining our creative approach and crafting compelling offers. This process, as well as timing our efforts to coincide with key seasonal trends, significantly boosted their presence in the digital landscape.
Through testing, we discovered content that featured people in the hook of our posts and user-generated content (UGC) performed better. We pivoted to ensure we featured a prominent human element in their content, which was far more successful and had an improved cost per acquisition (CPA).
Ultimately, we significantly increased their brand awareness and set new benchmarks for their e-commerce success.
THE BOOKER’S STRATEGY
How We Crafted Booker’s Digital Marketing Recipe for Success
Pinpointing the Perfect Audience
We utilized data-driven insights to reach potential customers who share a love for soul food and value the brand’s commitment to quality and community.
We tested a different mix of age, gender and interests to find the perfect audience segment that would respond to the ads. We used persona-specific language and content creators to ensure their messages resonated. We guided potential customers to their nearest stores carrying Booker’s products in the call to action.
Leveraging the Power of Storytelling
Claude Booker’s charisma, authenticity and articulate nature made him the ideal figure to speak about the brand. We showcased Claude’s journey, passion for soul food and dedication to bringing families together through engaging videos and social media posts.
His personal story and the familial bonds it evokes significantly deepened audience engagement. Notably, UGC pieces featuring Claude consistently outperformed other content types, underscoring the power of personal storytelling in building trust and fostering a loyal community around Booker’s Soul Food Starters.
Tailoring Ads for the Greatest Impact
We dived deep into what makes Booker’s audience tick. By testing a variety of offers and creative, we uncovered what resonated the most. We also identified what holidays and occasions boosted engagement, tailoring our approach to captivate and convert.
Our goal wasn’t just to catch eyes but to inspire meaningful action — especially subscriptions. Through testing, feedback and refinement, we aligned our offers with the audience’s desires, fostering a deeper connection with the brand.
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