Montezuma’s produce exquisite artisanal chocolate from a factory in Chichester. The business has grown from a family-run kitchen table venture to a global, million-pound operation. In the lead-up to Father’s Day, Montezuma’s wanted to drive online sales during a normally quieter period, as well as build up a more comprehensive digital profile of its online consumer base. They asked bbd to activate a social media campaign on Instagram and Facebook to promote chocolate as a Father’s Day gift.

bbd mined Facebook’s audience analysis tools to identify key market segments and created a set of social media ads that were served in the weeks leading up to the final ordering day before Father’s Day. Because end of financial year budget was limited, low-performing ads were turned off quickly and insights used to boost those that were converting most. The campaign delivered, with an increase in year-on-year sales for Father’s Day.