St. Pancras by Searcys is made up of the famous Champagne Bar and the beautiful Art Deco Brasserie up on the upper terrace of the iconic station.

THE CHALLENGE

This was all about customer acquisition and creating a stable pipeline of reservations. Searcys were keen to promote their St Pancras Champagne Bar and Brasserie as businesses reopened in July 2021, increasing bookings for their ‘Staycation Afternoon Tea’ and securing dining reservations.

THE RESULTS

With a CPM of just £3.65 this campaign was coming in cheap and delivering well for the client. Clicks had a 25% conversion rate and cost of conversion averaged 75p per restaurant booking (That’s per table booking not per cover!) With an average spend exceeding £60pp this made for an impactful ROAS!

THE STRATEGY

Running conversion tracking through a subdomain booking system for both Facebook Ads and PPC was essential. The client had run a number of Ads in-house previously but without this tracking it was impossible to say how effective past ads had truly been.

By rapidly testing Facebook audience, creative and copy, as well as better use of Facebook custom audiences and lookalikes, we were able to quickly establish a lower cost route to market, from there we created a funnel focused on Facebook and Instagram Ads supported by Google Ads that delivered the bookings.

WHAT THE CLIENT SAID

”Nutshell team has demonstrated their tenacity, original thinking and analytical skills.”

Anna Fenten, Head of Brand, Comms and Marketing, Searcys