Record sales through effective social campaigns
Panettone Store wanted to make the Christmas season a success, and bigger than ever. With a well-thought-out social strategy, strong visuals and campaigns that moved with each phase of the season, we delivered record sales and five times the previous year’s revenue.
Highlights:
- 5x revenue growth in 2025 compared with 2024, with a healthy return
- Clear growth in B2B enquiries
- Strong rise in brand awareness and social engagement
- Valuable data and insights for predictable, repeatable marketing
About Panettone Store
Panettone Store is the place for lovers of luxury Italian panettone. Its web shop offers a carefully curated range of delicious panettoni in exclusive Dolce & Gabbana tins. With 20 stylish tins in total, refined flavours and premium quality, they make the perfect Christmas gift and a unique collector’s item.
The challenge
Panettone Store had a clear mission: build brand awareness, collect leads during the pre-sale period and ultimately drive online sales.
The goal was ambitious: in a single season, Panettone Store wanted to grow revenue fivefold compared with 2024. The audience was mainly shoppers looking for a unique Christmas gift for family or friends, and there was a clear opportunity in corporate year-end gifts for clients and colleagues.
Approach
Together with Panettone Store, we started by developing a well-thought-out campaign strategy. We defined the audience, the style of the creative and the right channels together, choosing Meta and TikTok as the main channels to both create demand and drive conversions. During the campaign, we also added Google Ads to the overall marketing mix as a conversion channel.
Next, we laid a solid foundation. Based on our advice and existing website data, conversion optimisation improvements were made to the web shop’s usability. We also set up data and analytics properly and worked on technical SEO and content to strengthen the basis for organic visibility.
To convey the brand’s premium character, a professional photographer and videographer created new imagery. These visuals formed the basis of all campaign creative.
Execution
From late August to mid-November 2025, we ran a pre-sale campaign on Meta and TikTok in the Netherlands and Belgium. The aim was to inspire people and spark interest, collect leads and build up valuable data. We tested different audiences, visuals and messages, so that during the sales period we could steer on proven insights.
As soon as the panettoni were in stock in mid-November, we switched to the sales phase, running a combination of Meta and TikTok campaigns aimed at website traffic and sales.
In the run-up to Christmas, we added an extra campaign aimed specifically at people who hadn’t yet sorted their Christmas presents. It played on urgency and emotion and performed exceptionally well.
We optimised continuously throughout the campaign: testing new ads, adding extra visuals and product videos, and expanding audiences with lookalike audiences, among others. Ad formats ranged from images and video to collection ads.
The result
The approach delivered clear results. Revenue grew fivefold compared with 2024 with a good return, and Panettone Store received considerably more business orders.
Brand awareness also rose sharply. The social channels grew in followers and engagement, contributing to a stronger brand position. Just as valuable was the wealth of data and insights gathered during the campaigns, which give a solid starting point for future seasons and further growth.
“HoT combines expertise with genuine involvement. Thanks to them, I didn’t have to worry about social media advertising at all.”
– Glenn van den Dungen | Owner, Panettone Store
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