Our journey commences as we partner with our client, a pioneer in the computer accessories industry. What stood out about this client was not only their innovative products but also their commitment to offering solutions that helped improve people's lives. This synergy between their product quality, design appeal, and health benefits, created a rich backdrop for us to craft impactful marketing strategies. However, the real challenge lay in translating these product features into a profitable and scalable digital marketing campaign.
The client approached us with a clear pain point
Significant investments in premier advertising platforms (Facebook & Google) yielded unsatisfactory returns. Their return on ad spend (ROAS) stubbornly hovered in the 0.6-0.8 range.
Their goal? Boosting ROAS and top-line revenue.
Our team initiated an in-depth audit of the client's existing campaigns. The primary challenges identified were:
Scattered campaign targeting, leads to inefficient resource utilization. Negligence in testing different audiences based on Facebook's best practices such as Lookalike audiences and broad targeting.
Merged scattered campaigns, reducing redundancies and streamlining ad exposure for improved efficiency. Relied on Facebook's algorithm, harnessing its power to intelligently identify and reach potential high-converting users. Witnessed a significant reduction in Cost Per Thousand impressions (CPM)
IMPACT:
ROAS was enhanced by 3x, which maximized return on advertising expenditure and therefore improved Cost Per Acquisition (CPA) in a broader, but more effective manner.
Differentiated ad copies were designed for each segment to resonate with their specific familiarity and relationship with the brand.
TOF (Top of the Funnel): Targeted individuals who are unfamiliar with the brand. Our strategies aimed to create brand awareness and generate interest. MOF (Middle of the Funnel): Focused on individuals who've previously interacted with the brand, say via social media or by adding products to their cart but haven’t made a purchase. The objective here was to move these potential customers toward making their first purchase. BOF (Bottom of the Funnel): Directed at existing customers. Efforts here centered on retaining these customers and promoting upselling or cross-selling opportunities.
Creatives were meticulously crafted to cater to each funnel segment:
TOF Creatives: Designed to introduce the brand and its benefits to potential customers. MOF Creatives: Highlighted product comparisons, emphasizing how our client’s offerings were superior to competitors. This aimed to convert those who were still on the fence. BOF Creatives: Focused on showcasing newer products or complementary products to encourage additional purchases. The idea was to capitalize on their existing relationship with the brand.
Leveraged Google's platform alongside Facebook for a diversified outreach.
Initiated branded and non-branded search ads. Identified and filled keyword gaps from past campaigns. Tailored ad copies to mirror website content and maintain keyword coherence. Ensured and maintained a favorable ad quality score. Introduced Display and YouTube remarketing for persistent brand visibility and recall.
Recognized the value of the client's established partnerships with leading YouTube tech influencers.
Repurposed and edited the existing influencer content to fit the advertisement format without losing its authentic touch. Utilized influencer credibility, ensuring a trustworthy endorsement, and reaching their dedicated audience base. Strategically positioned these ads to target both new potential customers and those familiar with the brand. Achieved a significant boost in conversion rates, confirming the efficacy of leveraging influencer collaborations.
Recognized the client's primary USP: their distinctive packaging and high-quality professional visuals.
Adapted marketing to keep pace with evolving market trends. Developed relatable TikTok-style videos, inspired by influencer content. Highlighted user testimonials, product quality, and daily life impact. Used varied narratives: "fear angle" and customer reviews. Complemented videos with educational landing pages.
IMPACT
A 25% increase in conversion rates was achieved by merging USP with trending content.
Brought to the client's attention the impactful possibilities of SMS marketing, especially given its direct nature and the almost instant attention it garners from recipients.
Introduced the client to this under-utilized avenue in their current marketing strategies. Launched initial SMS campaigns tailored to their target audience.
IMPACT
Achieved a notable 15% increase in revenue during the campaign's active days.
By sourcing User Generated Contents (UGCs) - real reviews, testimonials, and demonstrations from genuine users - we had a rich tapestry of raw, impactful content at our disposal.
Developed multiple mashup videos by combining these UGCs, blending different narratives and perspectives. Carried out extensive A/B testing on these videos, incorporating different engagement hooks like fear, health benefits, and aesthetic appeal to improve viewer engagement, hence improving the Clickthrough rate (CTR). Identified one standout video that consistently resonated with the target audience. This exceptional video became a central component of the client’s campaigns, driving higher engagement and conversions. The strategy's success was marked by a noticeable boost in the client's Return on Ad Spend (ROAS).
After significant investment in creatives, social proof in the form of likes, comments, and shares began to accumulate, offering insight into audience reception.
Analyzed comments from ad posts to gauge audience reactions and refine our approach. Discovered a mix of queries and negative feedback, highlighting 4-5 recurring concerns. Scripted a personalized video response from the brand's founder addressing each of these specific concerns. Integrated these tailored response clips into our top-performing ad creatives and relaunched them. While there wasn't a major spike in conversion rates post-integration, the refined ads positively influenced social proof, making the comments section more favorable for the brand.
In an endeavor to combat a dip in ROAS, we employed an innovative tactic that involved teaming up with established tech influencers to harness their reach and trustworthiness.
Engaged with renowned tech influencers for authentic product endorsements. Crafted videos featuring these influencers discussing and endorsing the product. Initiated the "whitelisting ad strategy," running ads exclusively through influencer profiles. This method permitted direct access to the influencers' substantial and engaged follower base. Benefited from the influencers' reputation, which boosted audience trust and credibility.
IMPACT:
The strategy successfully reversed the ROAS dip, delivering an impressive 30% increase.
Recognizing the brand's distinctive packaging as a USP, we doubled down on integrating it effectively into our video marketing efforts to drive engagement.
Capitalized on the brand's standout packaging by prominently featuring it in videos. Developed multiple adaptations of the previously successful mashup video to find even more engaging content. Through rigorous testing of these various video versions, a pattern emerged. Videos that initiated with a focus on the unique packaging consistently garnered superior engagement metrics. These refined creatives further elevated the brand's market presence and traction.
The brand's strategic move to introduce complementary products in closely related niches presented opportunities to diversify marketing efforts and engage more segments of the target audience.
Embraced the introduction of new products in familiar niches, creating fresh avenues for audience interaction. Developed new ad strategies tailored to these novel products. Formulated ad copies specifically targeting the features and benefits of the new offerings. The synergy of new products and tailored ad campaigns tapped into an existing market with enhanced efficacy.
IMPACT:
This holistic approach led to a substantial 50% surge in conversion rates.
Tapping into the festive spirit during major sale events and holiday seasons, our ad campaigns seamlessly wove product health benefits with the profound emotions tied to gifting.
Utilized the Black Friday Cyber Monday (BFCM) sales momentum to run lead-gen ads, gathering leads cost-effectively due to heightened user interest in discounts. Strategically played on the combined appeal of health benefits and the emotional satisfaction of gifting during the holiday season. Positioned the products not just as purchases, but as thoughtful gifts benefiting the well-being of loved ones. Discovered that campaigns emphasizing the "gifting angle" significantly outshined other ad campaigns
IMPACT:
This emotional and season-centric approach led to a marked 40% improvement in conversion rates.
Understanding the crucial first quarter's importance in setting the tone for the year, we delved deep into enhancing the user experience on the landing page.
Created four distinct versions of an educational landing page. These pages highlighted different aspects, such as product superiority, genuine testimonials, a personalized video by the CEO, and the undeniable benefits of the product. A/B tested the layouts to discern which version resonated most with our audience, also experimenting with the sequence and prominence of sections.
IMPACT:
The conversion rates of the optimized landing page exceeded those of the primary product page by 20%.
With growing trust and rapport between us and the client, our approach evolved from a siloed platform-focused strategy to a more holistic outlook.
Gradually shifted the performance metrics focus from singular platforms like Facebook or Google ROAS to the more encompassing Marketing Efficiency Ratio (MER). MER provided a comprehensive snapshot, measuring total marketing spend against total sales, offering a clear view of overall efficiency. This strategic transition played a significant role in making informed, data-driven decisions that prioritized overall brand health and profitability.
IMPACT:
Facebook ROAS witnessed a leap from the initial 0.7-0.8 range to an impressive 2.3-2.5. Moreover, an evident surge in revenue was observed, attributable to the brand's customer base expansion.
In our partnership with a leading computer accessories brand, we combined creativity, adaptability, and data-driven choices to transform obstacles into achievements. Confronted initially with poor ROAS results, we harnessed the brand's unique attributes and the latest marketing trends to develop strategies that truly clicked with their target audience. Our multifaceted approach spanned from collaborating with influencers to tapping into the emotional pulse of seasonal campaigns.
This continuous evolution, backed by rigorous testing and shifting towards all-encompassing metrics like MER, led to undeniable success over 15 months. The evidence? A jump in Facebook ROAS from a mere 0.7-0.8 to a robust 2.3-2.5, coupled with a significant boost in revenue. This adventure, marked by both challenges and wins, exemplifies our steadfast commitment to converting insights into strategies that uplift brands.
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