Case Study of Company W

Brand story

This Australian brand creates all-natural skincare products that helps thousands of women solve their problems with oily skin, breakouts & acne as well as keeping their skincare daily routine healthy & vitaminized. They have an amazing, but an expensive product that people rave about.

However, they were struggling to scale above a certain point because of not diversifying their ad spend well, testing not enough creatives & focusing too much on one region.

Goal

Scale a new eCommerce client from the ground up - with a new Facebook strategy, a new tone of voice, and a new outlook on what creativity means for the brand.

Results

Exceeded client expectations and managed to grow the monthly revenue from $274,609 to $641,520 during our first month of working together.

Before working with us

April • $274,609 in Monthly Revenue

First month of Working with us

August

$641,520 in Monthly Revenue

Challenges

Unique health and wellness niche product for which we had to change our approach to branding and come up with a new tone of voice.
Old-fashioned ways of thinking prevented us from creating a brand that’d speak the same language as the audience.
Their Facebook Ads strategy heavily relied on having autobid and the client had six ad accounts instead of just one. We had to simplify their Facebook ad structure, lower their ROAS, and align more budget to TOF to bring in more people into their marketing funnel.

Strategy

The first thing we had to do was revamp the creatives and develop a new strategy going into
the project.

We decided to start from scratch

Execution

Communications

1. New branding strategy

Working together with the client, we came up with a whole new branding strategy - a new name, look, tone of voice, and a whole new outlook on what creativity meant for their brand.

Fortunately, the client was open-minded. We had a lot of active and helpful back-and-forth with them and settled on a “partnership” relationship.
‍
This helped us grow together and make sure there were no communication errors when scaling.

Then, we could form a plan of action for their advertising.

Ad Structure

1. Focussing on auto bids

We started using only one Facebook account instead of six. By focusing on auto bids to bring better scalability and having a broader targeting structure with fewer cost cap campaigns, we lowered the ROAS.

One of the main needle movers was focusing on the bigger picture - our Facebook Ad ROAS
was getting lower, but when we looked at the profitability of the store it was much better.

2. TOF campaigns

The reason for that is we started to put more budget into TOF campaigns, focusing on CPC and CPATC mostly. After doing that - we noticed a huge increase in google ads, organic & email flow revenue without changing anything there.

By doing this we were able to decrease our CPA by converting retargeted people via emails or organically, since we focused on bringing more people into our ecosystem.

Whenever there was an urgent matter - we would hop on a call and quickly solve any problems that would arise during our collaboration.

3. Facebook ads strategy

Once we had decided on their branding and set up a clear Facebook ads strategy, the next thing we focused on was the content for the ads.

UGC

1. Social proof

To create a sense of authority and social proof, we decided to take advantage of user-generated content. This content feels more trustworthy and organic than branded advertising. Especially considering we were working within the health and wellness niche where trust is essential.

To generate UGC, here’s what we did:

We worked with current customers AND content creators, who we found on Instagram. The client was very supportive, allocated a budget, and connected us with customers who had previously shared good feedback.

2. Content generation

They created a flow where each client, after leaving positive feedback, was redirected to the influencer manager to see if she'd like to share her further thoughts within a simple video testimonial. Working with content creators, we would always send them products to test for at least 2 weeks in advance to get their genuine opinion.

So, if they were happy with the product after these 2 weeks, they provided us with excellent content. Most of them were really excited about this product and glad to share a video testimonial.

Our client gave us full freedom to implement our ideas related to content creation. After thorough testing and experimenting with different creative angles, we managed to come up with the right angle that would resonate with the target audience.

Branding

1. Social proof

A large part of eCommerce marketing is building relationships between the brand and the customer.

Not everyone in your audience will buy your product straight away, but many of them might become referral sources or convert after.

2. Our approach to scale

Your creatives push your audience to buy. So, to find the winning creatives, we had to test out new materials and content constantly. This was our approach with the creatives and how we managed to find some of the biggest needle movers.
‍
To scale, we have to make the product more relevant and reach as many people as possible through creativity and emotional design.
‍
We took responsibility to rebuild the brand (both visually and emotionally) from the ground up, together with the client. They gave us full creative freedom and the budget to quickly implement our ideas and cycle through different creatives.

This was another reason why we were able to scale the client so quickly.

Lessons Learned

Only through consistent testing and experimenting with the creatives were we able to find what works and what doesn’t.
After we looked at what other competitors were doing, we had a team brainstorming session, which also helped us develop new ideas. This resulted in finding our first two winning creatives (which didn’t take more than a week to create) and helped us scale even further.
Old-fashioned advertising tends to generalize audiences and for a brand to be relevant, they must include their audiences in everything they do, from their messaging to live Q&A sessions that would focus more on the topic of the brand rather than the products they sell.