CLIENT
  • Penguin Random House
  • Jamie Oliver
SECTOR
  • Publishing
  • Entertainment
CHANNELS
  • Facebook
  • Instagram
SERVICES USED
  • Paid social

We helped Penguin Random House and Jamie Oliver Ltd promote Jamie Oliver’s Christmas Cookbook on Facebook and Instagram.

The specific audiences we targeted were highly engaged by our video and static ad recipes. We delivered remarkable results in terms of CTR, cost per click, cost per view and general engagement. Our aim was to enhance engagement and drive traffic through website clicks, video views and book sales on Amazon.

jamie oliver case study old website

Targeting a wide variety of audiences

Targeting the right people with the right message was key to the success of this campaign. 38 different audiences were targeted throughout the campaign with ads promoting tasty recipes from the cookbook on Jamie Oliver’s website and Amazon buy pages. The main objective was to boost social engagement, drive traffic to the website and subsequently book sales.

Connecting audiences across channels

We used both video and static ads to promote the recipes, focusing on the best performing ad formats, while narrowing the targeting every few days to ensure the message was delivered to relevant audiences. During the campaign, we added a note to the ad copy mentioning “Jamie’s Ultimate Christmas” TV show on Channel 4, so audiences could make the connection between the recipes, the show and the new cookbook.

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Data-driven strategy

#1 bestseller in Amazon's Festive & Seasonal Dishes category

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2.3 Million

Unique users taking action on Facebook & Instagram

1,751,546

Video views on Facebook & Instagram

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88.67%

View rate & a completion rate of almost 30%

2%

Average CTR

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