Small Giants: strategy for insect-based foods

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 Ads · Google Ads · Landing Page Testing · Market Research · Audience Analysis

The Results

Overcoming initial obstacles with the development of an effective marketing strategy and the validation of new European markets

Project Timeline

1. 01

   Research & Validation

   Buyer persona analysis in 11 European countries, initial market testing

   3 months
2. 02

   Market Entry Strategy

   Pilot campaigns in the 5 most promising markets with specific targeting

   3 months
3. 03

   International Scale

   Full-scale expansion and cross-market performance optimization

   4 months

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)