The Stove Pipe Company

Case Study

Creative Social Media, Video, and Online Ads

Scope of Project

Social Media, Video

Challenge

The Stove Pipe Company needed to promote their Knorsk Kleber Soapstone Stove across multiple Canadian provinces while targeting a specific demographic interested in cabin and log cabin life. They aimed to increase form submissions, reduce the cost per lead, and boost overall customer engagement.

Solution

In January 2024, the company launched a Facebook Carousel Ad campaign targeting individuals aged 18-65+ with interests in cabin life and log cabins. The ads featured multiple images of the Knorsk Kleber Soapstone Stove, highlighting its value and appeal. With a budget of $300, the campaign was carefully designed to reach a highly relevant audience in Alberta, British Columbia, Manitoba, Newfoundland and Labrador, Northwest Territories, and Yukon.

Outcome

The campaign significantly outperformed industry benchmarks:

Clicks: 3,381
Cost Per Click (CPC): $0.09 (compared to the industry average of $2.93)
Click-Through Rate (CTR): 3.26% (compared to the industry average of 0.70%)

Key results:

Form submissions increased by 244%, from 9 in December to 31 in January.
Cost per lead dropped by 70%, from $94 to $28.
Year-over-year, form submissions increased by 40%, from 22 in January 2023 to 31 in January 2024.

This successful campaign showcases the impact of targeted digital advertising, resulting in reduced costs and increased customer engagement.