Objective: Increase bottom-line revenue though online purchases & subscriptions via a tailored paid social campaign.
Background: Earth & Wheat, a renowned eco-friendly brand, witnessed some success from paid social in the past but really wanted to develop the strategy to focus on growth & bottom-line revenue. They recognised the potential of paid social media but hadn't yet tapped into its full power. They aimed for a year-on-year bottom-line growth via an uplift in new customer subscriptions.
As Earth & Wheat wanted to primary see brand growth we knew we had to focus the majority of the spend on audience outreach to completely new, cold audiences, something that the brand hadn't focused on before. Here's how we actioned this:
Tested various audience stacks based on their interests, location as well as broad and lookalike audeinces
Testes various creative formats from UGC ads, to value props, to customer reviews
Managed conversion budget across Facebook, Instagram and TikTok - up & down weighting according to results
Collaborated with Earth & Wheat's design team to craft compelling visuals that align with the target demographics ethos
By taking a 'Test & Learn' approach to ad creative as the key driver of performance we continually analysed and refined the approach in line with what top-line metrics were telling us by scaling ad winners, iterating on winning messaging and testing new formats to ultimately achieve great results
Overall campaign had 15% increase in bottom-line revenue vs. previous period
39% increased revenue from Paid Social vs. 2022
105% more purchases from Paid Social (2023 vs. 2022)