Belgian Boys Case Study
Belgian Boys, a challenger food brand trying to bring the delicious taste of Belgian waffles to the US was stuck.
Their in-house Instacart advertising strategy lacked the expertise needed for their niche products.
With an initial budget that could be a rounding error to their competitors and a business mandate to acquire customers, Belgian Boys needed a partner that could go beyond the one-size-fits-all all playbook Instacart was providing.
Belgian Boys turned to Acadia not just for our retail media expertise, but business insights to help them exponentially grow.
Belgian Boys initial strategy focused too heavily on spreading their budget out on as many keywords and ad types as they could.
Belgian Boy’s core customers weren’t late-night snackers with a sweet tooth like they thought, but rather busy parents getting their kids ready for school and working professionals looking for a quick delicious breakfast before their morning commute.
With these new insights, we had to focus our budget, ad types, and keywords to capture these specific buyers.
The first thing we did was identify that Belgian Boys buyers were specific in their search. They weren’t searching for general terms like “Breakfast Foods” - they wanted pancakes and waffles.
So we shifted our keyword selection to only target buyers we knew wanted our product types. We were no longer going to waste our budget on folks who really wanted Orange Juice and Eggs.
Next was our ad type selection. Instacart has the most unique ad types available on retail marketplaces, but just because they’re available doesn’t mean they work for every brand.
Our expertise in this category and Instacart led us to focus on just two ad types: Shoppable Display and Sponsored Display. This focus on only two ad types meant we could control the budget better and focus on our key new-to-brand buyers.
2024 was the year of Belgian Boys in Instacart. We were able to reduce CPC by nearly 70% and increase new-to-brand clicks by 3x.
To cap off an amazing 2024 Belgian Boys was named Instacarts 2024 Fastest Growing Emerging brand.
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