Pan‑n‑Ice, a globally recognized rolled ice cream brand, partnered with Hexa Digital Solutions to improve the performance of their Facebook advertising campaigns and increase online conversions.
The brand was experiencing inconsistent results from their social media advertising efforts and required a structured strategy to scale performance
We implemented a full‑funnel Facebook advertising strategy, combining audience targeting, creative optimization, and retargeting campaigns to maximize engagement and conversions.
When we started working with Pan-n-Ice in August 2021, their September sales figures suggested less consumer intent to buy the brand’s products than in the summer.
We wanted to take advantage of the busy Q4 period as the perfect opportunity to scale the brand, getting it in front of relevant customers during a time when being ‘top of mind’ would result in more purchases and more loyal customers because of the nature of Q4 as a key purchasing period.
To drive intent, we altered the current message of Pan-n-Ice’s campaigns to focus on gifting and how their products made unique seasonal gifts. This angle opened up opportunities throughout the funnel to capture the audience’s interest at the top of the funnel by addressing a uniquely seasonal pain point – gifting – and then recapturing them with retargeting campaigns that incentivised them to complete their purchase. Of the audiences we tested at the top of the funnel, the highest performing were girl scouts and foodies, which drove 100 purchases and generated a ROAS of nearly 6.0.
This shift to gifting-related messaging proved the most successful for the brand, driving a high level of customer engagement and purchases during the Q4 period. It exemplified an angle of Pan-n-Ice’s products that hadn’t been maximised before and allowed us to scale their visibility with social campaigns that highlighted the unique qualities of the products as gifts compared to other campaigns.
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320% increase in purchases from Facebook campaigns
Implemented successful brand awareness & retargeting campaigns with particularly high ROAS during Black Friday.
Achieved an eROAS of 11.02 during the Black Friday period – the most profitable Q4 for Pan-N-Ice yet.
The optimized campaigns significantly improved ROAS while strengthening Pan-n-Ice’s digital customer acquisition strategy.
Pan-n-Ice, a popular UK dessert brand known for its handcrafted ice cream rolls and event catering services, approached Hexa Digital Solutions to improve their digital presence and enhance the customer experience on their website.
Our team redesigned the website structure to better highlight Pan-n-Ice’s services, retail locations, and DIY kits, creating a more engaging and visually appealing online presence.
We optimized the site navigation to help visitors quickly find event catering services, ice cream cart hire, and product offerings.
The platform was refined to provide a smoother browsing and booking experience, making it easier for customers to explore products and request event services.
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Hexa Digital Solutions is an Irish mobile app development and digital marketing agency that has a proven track record of customer satisfaction, and are dedicated to helping you expand your online business.
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