The challenge
- Develop effective omni-channel marketing campaigns
- Solve major tracking issues
- Increase lifetime customer value
The result
- 800% increase in turnover
- Increased profit
- Systematized marketing funnel for long-term growth
What do you learn from this case study...
✅ The importance of building omni-channel marketing campaigns
✅ Why double attribution could hurt your profit margins and how to solve tracking problems.
✅ How to leverage your customer base more effectively than ever before.
✅ How to introduce massive supply scarcity without annoying your customers
Introduction
We started working with this brand in early 2020, just as the lockdown in the EU was easing. This company mainly sells fitness products to the European market.
In our prescriptive analysis phase for this client, we noticed a severe mismatch between marketing channels, poor campaign planning, and poor ad creative focus across each platform.
A key focus for this brand was maximizing profits at the highest possible level... We knew that serious progress could be made with our campaign management team, email marketing specialists and growth hacking techniques.
Schedule
The company simply did not have the time, experience or resources to implement a harmonious marketing strategy. So our first action point was to plan 3 months of proven and effective campaigns.
It made perfect sense for our team to take control of every aspect of the brand's marketing… Facebook Ads, Google Ads, TikTok Ads, Email Marketing, ad image creation, ad video scripting and building landing pages.
Making the marketing congruent across each platform immediately improved results. And we saw a sales increase of more than 100% in a matter of 2 weeks. Omni-channel marketing has a compound effect and each platform works more effectively when combined and budget allocated correctly.
tracking
Allocating budget in the right place is essential for predictable growth
Duplicate attribution is a major problem facing e-com companies as most good marketing agencies work on a commission basis. Our tracking ensures no duplicate attribution, meaning that not only is our ad data more accurate (allowing us to make better marketing decisions), but we don't overcharge for duplicate attribution across multiple platforms.
Leverage
After taking a broader look at the marketing funnel, we noticed a huge pool of previous customers that were not being leveraged. A well-known law of marketing is that 80% of your sales come from 20% of your customers.
So we built a VIP email system.
A VIP system essentially segments the top 20% of your customers and treats them with discounts, promotions, new product offers and much more. This means that brand loyalty skyrockets, increasing lifetime value and ultimately resulting in much more profit. We only started this system a few weeks after our partnership with this brand and the email revenue has grown a lot in just a few days.
scarcity
Scarcity and urgency are tools that can be implemented in most brands without upsetting your potential customers… It just needs to be used at the right time and in the right place. Audience segmentation across all platforms allows us to increase the relevance of an offer to the potential customer. For example... We can list potential customers who almost pulled the trigger on a sale and send them super relevant offers through any of our marketing channels.
This level of attention and proactivity is required for brands hoping to achieve respectable numbers.
Advertising materials
Above all, a focus on new creatives and angles was the main driver behind the success of this brand. Developing a successful creative format was essential for us to understand where we could double our marketing dollars. A successful creative format can be repeated over and over again.
The way people consume content has changed a lot since a few years ago and now UGC content combined with dynamic ads leads our results. This led us to develop our copywriting team to ensure ads were exceptionally compelling and up-to-date with trends. We've also built a video editing department to reuse and develop more creatives from individual video recordings. This lowered the cost of video production and greatly increased our ad ROAS.
Conclusion
Having a clear roadmap and expected destination helps us achieve results.
This brand needed a clear plan of action combined with new-age marketing techniques to scale to the next level.
Brands need to be aware of upcoming marketing opportunities as the landscape for DTC changes so often. A small shift in creative strategy and platform has led us to increase the sales of this brand and the overall profitability of the company.