With $4,000 and a dream for international travel, Monique and Eli founded Universal Yums. The snack box company collects treats, goodies and candies from all over the world and packages them country by country for customers who want a taste of a foreign land. The boxes arrive monthly, with a 12-page educational booklet with fun facts about the host country, trivia, a recipe and music playlist.
lower cost per acquisition
increase in average daily sales during campaign, compared to the rest of the year
return on ad spend
Universal Yums engaged digital ad agency MuteSix for a 2-fold mission: to find new customers and to persuade longstanding customers to purchase its holiday package.
To find new customers, the team cast a wide net in the first phase of its campaign, serving a video ad to the entire US. To broaden the customer base still further in a second phase, the team served the same video ad to lookalike audiences based on people who responded to the first phase. Universal Yums also targeted its video ad to audiences with expressed food and snack interests.
To engage loyal customers, the team created Custom Audiences of customers who were already active on the Universal Yums site.
The ads, framed in snowflakes to evoke a holiday feel, captured people opening and enjoying their boxes. Some of the footage in the ads was created by customers, giving the videos an authentic vibe. The creative proved effective with new and old audiences alike.