The Brief

The Chocolate Factory Gosford, a haven for delectable treats housing renowned Australian confectioners Nougat Limar, Bon Bon Fine Chocolate, and The Sydney Marshmallow Co., faced a visibility problem. Despite housing a treasure trove of sweet delights, potential customers struggled to discover their physical location leading to sub par in store sales. Additionally, online sales were minimal, social media needed more direction, and an extensive email list remained untapped. Their goal? To attract a wider audience in store, establish a solid online presence and boost sales across the entire business.

Missing Link Social Media was brought in to craft a strategic plan to satisfy their sweet tooth for success. 


The Approach

MLSM has been implementing a multi-channel marketing strategy for 2 years now, focusing on brand awareness and conversions both in store and online. This included:


  • Strategic Marketing Management: Initial development of a marketing plan focussed on the lowest hanging fruit, leveraging social media content, paid ads, an untapped email database and website optimisations. Ongoing, we continue to analyse the performance of these channels and optimise them to ensure all marketing efforts align and achieve our overall business goals. With a big focus on social media engagement and growth, website traffic and monthly in store revenue performance.
  • Social Media Advertising: Targeted campaigns were launched on platforms like Facebook and Instagram to reach a range of local, Sydney and Newcastle audiences. We profiled the ‘colder audiences’ as people of all ages who are chocolate lovers, families, and visitors to the Central Coast. We also continue to nurture their warmer audiences including website traffic, databases and social media followers. 
  • E-Commerce Strategy: A robust e-commerce campaign was developed, making it easier for customers to purchase their favourite treats online.
  • Social Media Content Creation: Engaging and visually appealing content was created for their social media channels, showcasing their products, factory tours, workshops, and the overall chocolate-making experience.
  • Email Marketing: The dormant email list of 10K+ subscribers was revived with targeted email campaigns promoting new products, special offers, and events.

The Results (and we are just getting started)

The meticulously crafted digital marketing strategy yielded delicious results within just two years:

  • Sweet Revenue Growth: In just one year, a remarkable 30% increase in in-store revenue was achieved, demonstrating the effectiveness of the overall strategy.
  • E-commerce Takes Off: Online sales tripled, with customers across Australia embracing the convenience of online shopping.
  • Social Media Boom: The brand’s social media following across Facebook and Instagram skyrocketed by 3,400 followers, indicating a significant increase in brand awareness and engagement.
  • Expanded Reach: Over 90,000 people were reached monthly on Facebook and Instagram, extending the brand’s reach beyond the Central Coast.
  • Meta Magic: The total combined unique reach across Meta platforms reached an impressive 991,000, showcasing the power of targeted advertising.
  • Workshop & Tour Success: Record sales were achieved in both workshop bookings and factory tours, highlighting the effectiveness of digital marketing in promoting these experiences.

Craving similar results for your brand?

Please don’t hesitate to reach out via our contact page, give us a call on 1300 031 686 or book a time with Perry here.

James Cant
Perry and the team are awesome! They’ve done a fantastic job with profitably scaling our ads up to $80k per month in spend
Jason Campbell
Perry and his team completely opened my eyes (and those of my colleagues!) to the potential of reaching new audiences. They took us on a journey of discovery, showing us how to leverage social media to connect with the perfect customers for our products and services. I know there are countless businesses out there like ours – companies doing fantastic things but hesitant to dive into social media marketing. The fear of wasted investment is real, but Perry's team addressed those concerns head-on. They showed us clear strategies for maximizing ROI and measuring success.
Teneke Ranson
Missing link have been exceptionally helpful for our business and are always professional with an approachable friendly team that are passionate about what they do. No hesitation to give 5 stars.
Jeremy Jones
Yes, they're worth it. I've got a background in ecommerce and have always run my own social ads but when I launched my most recent business last year it grew faster than I could manage on my own. I reached out to several marketing agencies and after meeting with many (and trying out one other one) it seemed clear that Missing Link was the one for us. They truly care, are highly responsive, and spend copious amounts of time trying to understand every inch of my business so that they can get the best outcomes for me. They worked out my expectations and haven't stopped striving to meet and exceed them. We were unsure how our usual peak season would go with the rising cost of living as many consider our products a "nice to have" and not a "must have" but they exceeded our ROAS targets and outperformed the same period YoY (yes, even including their fees). Their knowledge of the industry is immense and they treat our business as if it's their own. Highly recommended. Thank you Missing Link!
Irwin Hau
We recently had the opportunity to work with the Missing Link Social Media team on a social media strategy we had in mind for our company, and the experience was nothing short of enlightening. Their expertise not only brought clarity to our vision but also transformed the way we approach social media. Their frameworks were easy to understand and made a lot of sense. The team has a knack for translating complex concepts into actionable insights, and that's something we've seen benefit not just us, but many of our clients as well. They have helped us elevate our clients' success, making us look like superstars in the process. I special thanks to Perry Henderson, who has been a guiding light throughout our journey. You're a true champion and social media guru my friend! His personal touch, commitment to understanding our needs, and constant support have made working with Missing Link a truly exceptional experience. If you're seeking a partner who can bring clarity to your social vision, you're definitely in the right place.
Bec Jerdan
I have worked with Perry & the team since 2018, on multiple client accounts. They deliver above and beyond with both results and service month on month. I HIGHLY recommend the team to help with your social media advertising needs.
Leanne Rehua
I called Missing Link on a whim seeking some important information about social media marketing. He was on vacation, however was more than happy to run through everything that I needed to do to get on track. Perry was clearly an expert in the industry but also a genuine down to earth human that was helpful and supportive. I highly recommend reaching out to Perry from Missing Link for any social media marketing concerns.
Rob Fish
Perry at Missing Link came highly recommended. Fair to say, I was anxious that the last client he may need was a 50-year-old with no social media experience. Perry's help was invaluable in developing and implementing an effective and targeted social media strategy that has already delivered quality new clients. I have also received content and LinkedIn training from Perry. I now confidently produce the video content I need, and the LinkedIn training has allowed me to develop a targeted network in a short period. The most valuable aspect for me is that the training has imparted the skills to build on my social media campaign. I enjoyed the whole process and can't recommend it enough. Thanks, Perry and team.
Belinda Brown
I can’t say enough good things about Perry at Missing Link Social Media! I had made a mess of my social media accounts and had no clue how to fix them, I called Perry and the issue was sorted in under and hour over Zoom. He took the time to walk us through the simple mistake we had made and couldn’t have been more helpful. If I could give give 10* I would.
bird & hill.
Our first session with Perry was an eye opener, I had no idea about all the tricks and hacks you can use to target the exact customers we were looking for. I will definitely be back for another lesson coming into the new year. Thanks Missing Link and my main man Perry. We are very happy customers - J & S