Case Study - Holy Crap Cereal

Shopify Set-Up, Content Marketing, Klaviyo-based Email Marketing, Facebook Ads, BOLD Subscription Service

Holy Crap is an iconic Canadian breakfast cereal brand. Webology set up their store on Shopify in 2013 and has been managing, updating, and customizing it to grow online sales for 6 years. In mid-2018 we added a subscription option which was an instant hit.

Facebook Ads

Webology set up Facebook ads targeted to interest groups including gluten-free, allergy-free, diabetics, and vegans. This drives traffic to the store’s landing page for email signups. Website visitors who view a product page on the site are retargeted with Facebook ads that feature product reviews, the founder’s story, and serving suggestions.

Smart, Brand-Focused Content Marketing

We created 60 recipes for Holy Crap to post to its blog and social media sites which attract its target market of people with special dietary needs. 

The recipes are posted on Holy Crap’s website with a tailor-made Shopify page layout. The main recipe image is pre-formatted for pixel-perfect sharing on Facebook. The page also includes an embedded product review widget which links to the product page. 

We also created free, downloadable e-book with 12 recipes which drives email sign-ups.

Automated Email Marketing with Klaviyo

An email signup form, embedded into the site, begins an 11-part new subscriber email funnel which introduces the company and its products. The funnel, spread out over 5 months, educates customers by dripping out the health benefits of the cereal’s superfood ingredients.

New customers that opt-in to marketing receive a 3-part post-purchase email series with serving suggestions and recipes to help them get the most out of the product. At the estimated time when they would be running out of cereal, customers receive an email reminding them of the cereal’s health benefits, along with a discount code to repurchase.

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