Increasing gift card sales, thanking teachers

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ContentDesignDigital marketingSocial media

Dining Out gift cards are SO much better than an apple when it comes to appreciating teachers. Here's how our TikTok and Meta ad campaign increased gift card sales with parents across the UK.

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Project achievements

Reach> 4m people
Video views408,414
Landing page views15,447

Brief

To increase Dining Out gift card sales by showing people a gift that teachers actually want, just in time for the end of the school term.

This meant reaching parents across the UK from 20-50+ years of age with an impactful paid social media ad campaign, from Facebook and Instagram to one of the brand's first forays into TikTok.

Approach

It all began with the concept, finding a balance between educating a new audience and finding the humour in the homemade nature of many kids' thank-you gifts. The client loved it.

With the campaign idea locked down, we created a multi-channel organic and paid social ad strategy. This involved posting, boosting, and advertising via image posts, carousels, Stories, Reels, and TikTok videos.

An £11.7k budget was spent across 13 different ads and placements, ensuring maximum reach and engagement.

Solution

Despite only running for one month and competing with the Euros, this campaign saw 7.6 million total impressions with the carousel ads being especially effective with a cost-per-result (CPR) average of £0.34.

Parents across the UK are now more aware of Dining Out gift cards, the bars and restaurants they cover, and how to keep their kids' teachers happy each semester.

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