Food Storage Silicone Bags
Role:
Content Strategy, Copywriting, Video Editing, Campaign Design and Media Buying
Goal:
To leverage social media platforms to attract commercial buyers and shift the brand's positioning from standard retail sales to B2B bulk procurement, driving high-volume, repeat purchases directly through the website.
Social Media Ad Campaign
Tester Budget: $150 for 7days.
Ad Overview: 10K+
Reach: 7,5K+
Profile Visits: 125
Messaging conversations: 15
Link Clicks:182
Website visits: 98
Cost per website visit: $1.53
The Problem
We noticed high initial engagement and strong click-through rates on the ad, but traffic dropped off immediately upon reaching the website without converting.
Why This Happened (The Investigation)
A deep-dive analysis of incoming DM inquiries revealed a critical misalignment: the creative was naturally attracting commercial kitchen managers and corporate procurement buyers looking for bulk quantities. However, the website was structured exclusively for low-volume retail sales, leading these high-value leads to assume we couldn't fulfil large orders.
The Solution:
Instead of pausing the campaign, we engineered an immediate dual-fix to bridge the gap. First, we updated the landing page and ad copy to explicitly highlight bulk-purchasing tiers (30, 60, and 120-unit cartons) to match commercial procurement needs. Second, we maintained the testing budget to validate the workflow fix before scaling, completely eliminating the retail disconnect and unlocking a highly repeatable B2B acquisition pipeline
Social Media Ad Campaign: The Update
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Tester Budget: $150 for 7days.
Ad Overview: 20,5K+
Reach: 18K+
Profile Visits: 425
Messaging conversations: 52
Link Clicks:325
Website visits: 228
Cost per website visit: $0.46
Campaign Results Breakdown:
We updated the ad creative's wording and design to explicitly target bulk B2B buyers, then ran a 7-day test using our proven audience targeting, yielding a highly efficient $0.46 cost per website visit from 228 actual visits.
Based on these strong initial signals, we are scaling the campaign by extending the run-time by 14 days with a $600 budget increase, allowing the algorithm to fully optimise for corporate decision-making cycles and maximise bulk order conversions.
Campaign Results Breakdown:
By shifting the focus from household consumers to commercial procurement, we successfully exchanged low-margin retail sales for high-value B2B orders. The table below details the performance metrics and business impact realised during the optimised campaign run.
Key Project Successes
Exponential AOV Growth: Re-engineering the offer into 30-, 60-, and 120-unit bulk cartons scaled the Average Order Value from a retail baseline of $56.80 to a blended B2B average of $373.30.
Commercial Product-Market Fit: Aligning the messaging around workflow efficiencies (durability, rapid cleanup, and space optimisation) directly resolved core pain points for kitchen managers and catering directors.
High-Efficiency Client Acquisition: Achieving a $30 Cost Per Acquisition for high-volume corporate accounts establishes a highly scalable and repeatable acquisition model for future inventory rollouts.
Value-added Email
Problem-solution marketing framework.
Subject: The truth about cleaning reusable silicone bags...
Hey [Name/There],
Ever look at reusable bags and think, "Yeah, but aren't those a nightmare to clean?"
We get it. No one wants another kitchen chore. But here’s the secret: DeliOne silicone bags are actually designed to make your life easier—even when it's time to wash them.
Because they’re made of premium, flexible silicone, keeping them fresh is a breeze. Here is the ultimate 10-second guide to cleaning them:
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The Lazy Option (Our Favorite): Flip them inside out and toss them right into the dishwasher.
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The Quick Sink Rinse: Warm water, a splash of dish soap, and a quick wipe. Because the surface is non-porous, stains and odors don't want to stick around anyway.
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The Pro-Tip: Prop them open over a glass or a drying rack to let them air dry completely.
From meal prep and freezing to reheating and effortless cleanup, they replace a dozen single-use plastics without adding to your dish anxiety.
Ready to make the switch to easier meal prep (and easier cleanup)?
👉 website link
Take care,
The Deli Team
Educational Content
