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Food & BeverageSmall Giants
Small Giants: strategy for insect-based foods
How we helped Small Giants validate the European market for sustainable insect-based snacks through a targeted advertising strategy.
5 countries
Market Expansion — international validation
Comprehensive research
Market Survey
Conversion optimization
Landing Pages Tested
Targeted vs broad approach
Targeting Strategy
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The Challenge
Small Giants needed to validate and penetrate the European market for their innovative insect-based products. Previous promotional attempts were not effective in achieving ambitious growth goals.
- Controversial and non-mainstream product
- Emerging market with specific audience personas
- Limited budget for market penetration
- Need to validate international markets
- Overcoming taboos and prejudices about insect-based foods
The Solution
We developed a marketing strategy based on in-depth buyer persona analysis, specific targeting tests, and internationalization campaigns. The approach included market research in 11 countries to validate expansion opportunities.
Economics First
Detailed analysis of MER, ROAS, and CPA to optimize campaign performance and establish realistic goals for profitable growth
Scaling Architecture
Creation of a structured internationalization strategy to expand into 5 European countries with targeted tests for each market
Meta AdsGoogle AdsLanding Page TestingMarket ResearchAudience Analysis
The Results
International expansion
Markets Tested
Comprehensive research
Market Survey
Conversion optimization
Landing Pages Tested
Targeted vs broad approach
Targeting Strategy
Overcoming initial obstacles with the development of an effective marketing strategy and the validation of new European markets
Project Timeline
3 months
Research & Validation
Buyer persona analysis in 11 European countries, initial market testing
3 months
Market Entry Strategy
Pilot campaigns in the 5 most promising markets with specific targeting
4 months
International Scale
Full-scale expansion and cross-market performance optimization
What We Learned
- Testing 50+ creative variants identified the 'hand-drawn' style as the winner
- Look-Alike Audience from best-selling customers reduced CAC by 52%
- 'Social impact' messages work better when accompanied by concrete numbers (+34% CTR)
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