The Strategy

The main strategy was developed around the objective of driving traffic to the venue on weekdays - predominately targeting tradies, local workers and students.

You might be thinking; “but why target younger school kids, they don’t have that much money?!” However, from previous data we’ve collected & analysed, we found school kids will see Facebook and Instagram ads and beg their parents to take them.

The Facebook & Instagram advertising campaigns commenced with still-image pictures of the dealsMilky Lane were offering with mouth-watering burgers and fries as the lead creative.

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Target audiences

Facebook and Instagram advertising was targeted at three main audiences:

1. Users who had engaged with Milky Lane’s website, Facebook or Instagram in Crows Nest and surrounding suburbs (aged 12-30)

2. Potential fans who were similar to those that engaged with Milky Lane’s Facebook or Instagram within a 5 mile radius of the Crows Nest venue

3. Users who had expressed interest in any of the 20 relevant restaurants/ fast food restaurant lists we developed, (McDonalds etc.) foods and other general interest areas

Dissecting the audiences into 3 separate ad sets allowed us to see which one performed the best without spending 20% of the budget immediately. Once we determined which ad sets perform the best, we then began increasing the budget. This strategy rests in you being able to scale the correct audience and take less risks.

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