From the Old to the New — Digitalizing a Traditional Baking Business
Moving a business online was a calculated risk for Gin Thye, a client we worked with. Below is a case study of how they digitalise themselves with our help and remain competitive in the market.
Who’s the client?
Founded in 1964, Gin Thye is a Singapore homegrown heritage brand that specialises in traditional Chinese and wedding pastries, offering specialty items of various dialect groups such as Teochew Wu Se Tang, Cantonese Si Se Bing, Hokkien Hong Zhi Bao, Hainan Jian Dui.
Gin Thye also offers traditional peanut cookies, kuehs and cakes that has kept the authenticity and taste all these years.
What are the challenges?
- Lack of presence in the digital space and lacking in alternative purchasing options.
- Brand owner were unsure of how to create awareness and exposure on the digital space, particularly on social media, to connect with and engage the younger audience.
How were we involved in solving the challenge?
- Refresh Gin Thye’s visual brand identity that was used to populate across various digital platforms to connect better with younger audiences.
- New product packaging design to maximise consumer appeal and create online purchase intent.
What were the results?
To aid Gin Thye in its first foray into direct online sale of their mooncakes and face off with bigger and more experienced competitors. Stridec ran a strategic singular product Facebook Ad campaign for 10 days that led to the following results:
- Over 500,000 impressions
- More than 281,000 people reached
- Almost 19,000 post engagements
- 1,600 new customers just from online sales
- SGD 84,000 in revenue just from online sales
When the campaign concluded, we helped Gin Thye achieve a 9.3x ROI (return on investment) and 22x ROAS (return on advertising spend).
If you would like to build a digital presence for your brand, reach out to us for a discussion today!
