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Filthy Wings is an innovative chicken brand, launched with a vision to dominate the Birmingham food scene. Known for its bold and provocative branding, Filthy Wings sought to capture the market with its unique offering, starting from a dark kitchen model. The brand was designed to resonate with a culturally savvy, urban audience that values not just quality food but also a memorable and edgy brand experience. Our role was to bring this vision to life through a meticulously planned and executed digital marketing campaign, with a primary focus on driving sales and establishing a loyal customer base. The campaign's objective was to introduce Filthy Wings as a leading name in Birmingham's competitive food industry, building brand awareness and customer loyalty from the ground up. This required a multi-faceted approach that would not only generate immediate sales but also foster a lasting connection with customers. Our involvement spanned the entire spectrum of digital marketing services, from content creation and meta-advertising to email marketing and strategic consulting, ensuring that every aspect of the campaign was aligned with the brand's bold identity.
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Launching a new chicken brand in Birmingham posed significant challenges, particularly from a dark kitchen setup, where visibility and customer trust are not as easily established as with traditional shopfronts. Filthy Wings needed to carve out a strong brand presence in a crowded market, one that would stand out amidst well-established competitors. The key challenge was to create a campaign that not only attracted attention but also converted interest into sales, all while building a loyal customer base that would return long after the initial buzz had faded.
The campaign needed to be dynamic and culturally relevant, appealing to the brand's target demographic of young, urban consumers who are not only tech-savvy but also discerning in their brand choices. We had to ensure that every piece of content was engaging and reflective of the brand’s provocative tone, while also being strategically designed to drive conversions. The balance between creative expression and commercial effectiveness was delicate, yet crucial for the campaign's success.
We approached the Filthy Wings campaign with a comprehensive strategy that leveraged the full spectrum of our digital marketing services. The campaign kicked off with a detailed analysis of the brand’s target audience and cultural trends that could be tapped into for maximum engagement. From there, we developed a series of content pieces designed to keep the campaign assets fresh and exciting, ensuring that the brand’s message remained consistent while also adapting to the ever-changing digital landscape.
In addition to content creation, we executed a robust meta-advertising campaign, targeting potential customers with precision and driving traffic to the brand's online platforms. We also implemented an email marketing strategy aimed at capturing and nurturing leads, turning interested prospects into loyal customers. Throughout the pre-launch phase, we closely monitored performance metrics, using real-time data to refine our approach and optimise results. This agile, data-driven approach was key to maintaining the campaign’s momentum and achieving the desired outcomes.
The pre-launch campaign for Filthy Wings exceeded expectations, achieving over 2,000 opt-ins to the brand’s mailing list, a clear indicator of strong customer interest and engagement. More impressively, the campaign generated over £150,000 in new transactions from new customers, a significant return on investment that validated our strategic approach. The success of the dark kitchen model was so profound that it led to the establishment of two physical shopfronts in Birmingham, further cementing Filthy Wings' presence in the market.
The brand's bold and provocative identity, encapsulated by the use of the word "filthy," resonated deeply with the target audience, contributing to the campaign's overall success. The combination of culturally relevant content, strategic advertising, and effective customer engagement laid a solid foundation for the brand’s continued growth. Filthy Wings is now poised to expand even further, with the campaign serving as a testament to the power of a well-executed digital marketing strategy.
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