COBB barbecues

For barbecue enthusiasts, the name COBB no doubt rings a bell immediately. If they don’t already own a barbecue from this popular brand. Made in South Africa. And Bills Barn is the importer in Benelux. And then there’s Australia-based Blazaball. Of these, Bills Barn is the exclusive importer in Europe.

Blazaball? Femke: “Yes, that was our first challenge: to explain what exactly that is. In doing so, we engaged dofollow in 2021. That led to an A/B test, where in one campaign text we emphasized more on how exactly the Blazaball works and in the other text on what you can achieve with it.”

The importance of a good explanation

“The variant in which we explained how the Blazaball works did better. Because you can say that you have a handy tool to make a good fire faster – because that’s what we’re talking about here – but then you have to give a good explanation right along with it. So that it is a kind of iron basket for firelighters. And that this basket ensures that there is enough space between the cubes and the coals or wood blocks to be lit, so that enough oxygen can reach the fire.”

"You have contact with those who will actually do it and they communicate in an understandable language."

— Femke ter Steeg-Klok

Clearer communication

What insight did that A/B test provide? “It has ensured that we now communicate the workings of the Blazaball more clearly everywhere,” indicates Femke. “So not only on the website and in the online marketing campaigns, but also on displays, for example.”

Focus on target groups

“What I really like about working with dofollow is that it’s a small company,” she continues. “You have contact with those who will actually do it and they communicate in an understandable language. The next project? Using A/B testing for COBB campaigns, especially to see which audiences we can best focus on.”

"It has ensured that we now communicate the workings of the Blazaball more clearly everywhere"

— Femke ter Steeg-Klok

"Thanks to an A/B test, it is clear what people want to know"

— Femke ter Steeg-Klok

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