Jules Destrooper
Snackable always-on content for Jules Destrooper
SQLI and cookies, that’s just love at first bite! When we were asked to create a new always-on strategy for Jules Destrooper, we were beyond excited. Yum, yum, yum!
Meet the bakers
Who is Jules Destrooper?
Jules Destrooper is a Belgian gourmet biscuit brand that has been around since 1886. During all these years, the brand has established a name in the biscuit landscape. Its range includes more than 15 kinds of biscuits, but Jules Destrooper is best known for its Butter Crisps, in Flanders also known as Lukken. Although Jules Destrooper is very well known among the older generation, rejuvenation poses a challenge. Especially among Millennials, more awareness is needed. SQLI was asked to create a digital marketing strategy that focuses on both the older loyal target group and younger target groups.
A new approach
What’s new in 2023?
2022 was the perfect year to test out which content performed best. The learnings and recommendations from that year were a good basis for the 2023 strategy. In it, we reviewed the content wheel and only continued with the most relevant concepts. The audiences were expanded to young and older audiences. Within each age category, we created channel-specific audiences such as lookalikes, saved audiences and custom audiences. The most important platform remained Instagram. On it, we wanted engagement and awareness to be the main objectives. Facebook was mainly the channel for traffic to the online shop. In addition, some influencers' content, such as Instagram Reels, will be exclusively created to support the Always-on feed. Wondering how it all started? Let's go back in time to 2022.
Snackable content
To an a-doughrable Instagram feed
To reach millennials effectively, we started in 2022 from an Instagram first approach with funny cookie quotes, bite-sized content, cookie recipes and user generated content.
Find my Jules shows the extensive cookie range of Jules in a funny, snackable way. Jules Destrooper has a lot of cookies to show and launches new ones on a regular basis. Feeling hungry?
Humor and biscuits, what a lovely combination. The ‘Koeksesloerder’ refers to the person who is always looking to sneak a bite out of your Jules biscuit. Koekskesloerder in a funny and recognizable context.
User generated content is an important pillar in the monthly always-on content. We encourage people to share their Instagramable cozy moments with the biscuits of Jules Destrooper. On top of that, each day we shared the incoming user generated content on our profile as a story, which resulted in a great way to generate community building. We were able to grow the Instagram community with 23% in 1 year. In 2023, we expanded the UGC content and started to post Instagram reels made by influencer @latavoladigael. Gaël has created numerous reels for Jules Destrooper such as recipes, AMSR content and reels that helped support peak moments.
The biscuits of Jules Destrooper are Belgian and oh boy, we are proud of it. With this concept, we highlight the brand's Belgian character. Each month the Koekskestoerder (a biscuit lover who travels through Belgium) visits a famous spot in the country.
At Jules Destrooper, they have an absolute belief in the right combination of flavors. Both when they fine-tune their biscuit recipes and when they combine their biscuits with other delicacies. Each month we show a suitable recipe with one of the biscuits. From a fancy appetizer to a crunchy dessert.
Support sales peak moments
You can eat a biscuit on your own, but it’s also the perfect gift for festivities and the holiday season. To encourage more sales in their online store during the gift-giving holidays, Jules Destrooper asked us to launch campaigns during these peak moments. We’ve created extra ads to drive people to the webshop so that they would stock up and enjoy. Therefore we linked the ideal biscuit and package to the appropriate time of year. From Easter, Mother’s Day, Father’s Day to Back to school and End of Year. For each of the biggest peak moments, we set up a small-scale funnel that had to lead to crunchy conversions in the Jules Destrooper webshop. Additionally, these peak moments were supported each time by additional Google Search campaigns.
Even more cookies?
How we generated extra leads
A brand that has a newsletter faces a situation similar to that of someone who is seeking a romantic relationship. Just as you wouldn't ask for a phone number or email address upon first meeting someone, a brand needs to make the process of collecting newsletter leads as low-pressure and engaging as possible. To achieve this goal, we recommend using a humorous and entertaining approach to entice potential subscribers. An instant experience format is a particularly effective way to accomplish this, providing both immediate gratification and an interesting user experience. By adopting these strategies, brands can boost their newsletter sign-ups while keeping their audience engaged and entertained.
We’ve created two Instant Experiences outside the peak moments, one during Valentine’s Day and one during Autumn. In this format, the user never leaves the platform and has the opportunity to engage with the biscuit content. We created a mini-test where users had the opportunity to discover their favorite biscuits. Finally, the user could choose to sign up for the newsletter and win a lot of biscuits and goodies. A win-win for both parties!
In total, people looked at the Instant Experience for more than 40 seconds. Have a gander at some more astonishing results:
Do you also want a comprehensive digital Always-on approach for your brand? Let’s meet! You bring the biscuits, we'll provide the necessary chunk of knowledge.