Royal Apple juices and promise of quality
Royal Apple began its campaign with paid search ads to drive awareness. After that, they were approached by the Microsoft Advertising team about piloting a new set of tools called Multi-platform campaigns. Multi-platform campaigns are a unified solution allowing advertisers to manage their search advertising and social network presence all in one place. This solution includes user-friendly tools for small businesses looking to connect with new customers across leading advertising platforms such as Microsoft Advertising, Google, Meta, LinkedIn, and Twitter.
The approach using Multi-platform campaigns is simple; companies enter the business URL and advertising goals, and Microsoft does the rest. In other words, it automatically creates a campaign based on the website content, which users can review and edit at any time, and allows them to opt in to serve ads on multiple platforms, therefore increasing their reach. Microsoft Advertising doesn’t charge management or service fees or commissions with the tools, and users only pay for their ad spend.
Up until that point, Royal Apple had been running its marketing campaign in-house. So having a user-friendly Microsoft Advertising solution that provided ease of access and the ability to use the tools without additional staff was exactly what they needed. The tools also allowed them to easily interact with customers across different social media platforms.
Royal Apple also benefited from the multi-platform organic social media reporting, which helped them see their insights and metrics in one place.
Since they only had distributors in the New York Tri-State area, their first campaign focused on the Northeast to help them raise brand awareness in that region. The Microsoft Advertising account team supported their efforts with keyword improvements and suggestions for each campaign to make them more specific and relevant to reach the right audience. In this case, that includes moms thinking of their children’s wellbeing and health-conscious consumers, as well as those driven by childhood nostalgia of flavorful apple juice. They've also launched in-store demos, but digital marketing remained the focus of their overall strategy, with online engagement as their main priority.