Case Study: Bolstering Reach & Brand Awareness on Facebook

Lauren Patestos
February 4, 2025
5 min read

The Client

Kolache Factory is a rapidly expanding quick-serve breakfast and lunch chain specializing in kolaches and other pastries with over 60 franchise stores nationwide. Founded in 1982 in Houston, TX, Kolache Factory has cultivated strong community ties and regional brand awareness, an increasing variety of innovative flavors, and a deep-seated loyalty from longtime fans.

The Challenge

Kolache Factory wanted to increase its average reach and bolster its following on Facebook as part of a strategy to strengthen the brand’s following on Meta apps ahead of a potential TikTok ban. The brand partnered with Foreword to increase total followers, directly increasing reach and brand awareness.

The Solution

Foreword designed and executed a comprehensive Facebook Page Likes campaign that ran from June 14, 2024, to August 31, 2024. The campaign’s creative strategy included:

  • 35 distinct ads
  • Creative assets included 18 photo variants and 2 video variants
  • 4 messaging points: diverse menu options, innovative flavors, convenience, and community connection
  • 20 unique captions tailored to resonate with the target audience

The campaign utilized iPhone photography and videography along with strategic messaging to highlight the client’s offerings and brand identity. Adding to the cost efficiency of the campaign, creative assets were chosen based on high-performing organic social media posts. By recycling available assets and selecting based on past performance, Foreword utilized available data to streamline A/B testing for creative and to keep upfront costs for the campaign low—thus increasing ROAS.

The Results

Upon reviewing performance, ad creative showcasing clearly identifiable menu items (e.g., muffins, cinnamon rolls, fruit kolaches) performed exceptionally well. The top performing creative and copy combination resulted in a total of 6,501 new followers. Throughout this 2.5 month-long campaign, the following results were achieved:

KPI - Follower Growth:

  • Pre-Campaign Followers: 22,000
  • Post-Campaign Followers: 42,500
  • Total Followers Added: +20,577
  • Growth Rate: 93.18%

Why Follower Growth Matters

An estimated 3% of social media followers convert to customers (Umbrex), around 9 out of 10 consumers buy products from brands they follow on social media, and consumers increase their spending by 75% on average with a brand after following it on social media (Sprout Social). Building a social media following is not just a vanity metric; it is a strong indicator of top-of-mind awareness and intent to buy.

Cost Efficiency:

  • Total Spend: $3,529.54
  • Avg. Cost Per Follow: $0.18
  • Industry Benchmark Cost Per Follow: ~$1

Ad Creative Insights:

  • “Diverse menu options” was by far the best-performing messaging point.
  • Photos significantly outperformed videos in engagement and follower growth in this campaign.
  • Additional top-performing visuals included images of trays being taken out of the oven, freshly buttered kolaches, shelves holding trays of kolaches, and employee interactions.

Conclusion

Partnering with Foreword to implement a follower growth sprint campaign transformed the client’s social media presence. The campaign’s success not only boosted follower count but also enhanced the reach and impact of the client’s ongoing organic content strategy.

After nearly doubling the brand’s following on the platform, at an average cost per follow of just $0.18, and gaining insights into messaging that resonates with social media users, the campaign provided a strong foundation for sustained engagement and future social media success.

This case study highlights Foreword’s ability to identify high-ROI campaign opportunities that deliver measurable results, helping clients grow their audience (and their customer base) and achieve their social media objectives in a cost-effective way.

If you’re ready to strategically leverage social media for your brand, get in touch!

Foreword has a history of award wins for clients, including:


  • Houston Inno Awards
  • Houston Addy Awards
  • Fast 50 Awards
  • Inc 5000
  • Landmark Awards
  • Most Admired CEO
  • 40 Under 40
  • Inc Best in Business

If you’re ready to strategically elevate your brand, get in touch today!

Lauren Patestos