Industry
Wedding Cakes & Event Catering
Services
Facebook & Instagram Paid Advertising, Audience Targeting & Campaign Strategy, Ad Creative & Copywriting, Chatbot Setup for Lead Qualification
Client
Sweet Cheeks Cakery – a boutique bakery specializing in bespoke wedding cakes.
The Challenge
January is typically a quieter sales month, with many people recovering from holiday spending and having limited disposable income. However, it’s also a time when engaged couples begin planning for the year ahead.
Sweet Cheeks Cakery wanted to secure bookings for the first half of 2025 wedding season, but needed to do so with a very small test budget. The goal was to reach newly engaged couples—particularly women, as previous campaigns revealed they were usually the decision-makers for wedding cakes.
Our Strategy
We created a highly targeted Facebook & Instagram ad campaign designed to:
Reach the right audience – Newly engaged women within the local service area.
Tap into urgency & scarcity – The ad promoted a special January wedding cake price available to only five brides.
Use cost-efficient lead generation – Leads were directed to WhatsApp and Messenger. Messenger was integrated with a chatbot to pre-qualify potential customers before handing them over for direct follow-up.
Test before scaling – With a modest budget of R300, the aim was to test the creative’s effectiveness and gauge market responsiveness during this quieter spending period.
The Results
Insight Gained
January, while typically slow for general sales, is an excellent month to target brides who are planning ahead.
Ad Spend
R300 on Meta Ads
ROI
6900% (69x return on ad spend)
Sales Generated
R21,000 in confirmed wedding cake bookings for the first half of 2025
Key Insights
A small, well-targeted budget can deliver significant returns with the right offer and timing.
Urgency and exclusivity are powerful motivators, even in lower disposable income months.
Data from previous campaigns (identifying women as the key decision-makers) allowed for more precise targeting.
Chatbot lead qualification saved time and increased conversion efficiency.
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