How we helped a leading at-home recovery brand scale sales by 1600%

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Total orders up by 1200%

Sales up by 1600%

Online store sessions up by 1200%

Meta ROAS 3.76

Seeking to expand their audience and build upon their organic success, they wanted to partner with Social Nucleus in February 2023 to fully optimise their potential and establish a strong presence in the health & fitness market.

The results were striking, with sales surging by 1600% with an in platform ROAS of 3.76 on the Meta platform since partnering with Social Nucleus.

During our partnership the brand decided to make the jump into taking their marketing in-house.

INTRODUCTION

However after seeing a big dip in performance after leaving as shown - dropping in sales by 24%, traffic 11% and total orders down a staggering 35%, they wanted to reignite their partnership with us.

With plans of wanting to branch out into new products & with Q4 around the corner.

Our Approach:

Their robust social media presence and consistent web traffic provided a solid foundation for our strategic onboarding process and implementation of ad strategies.

The product's uniqueness assured it would captivate the market and make a memorable impression on its intended demographic.

Our strategy involved devising a launch plan for Meta campaigns that communicated a clear, engaging message through high-quality visuals and user-generated content - partnered with our tried and tested feedback loop looking into specific metrics like MER, CTR, Hold Rate and Thumb Stop Ratio to name a few, we were able to dissect creatives and find what was making them work to create more of what was winning consistently and effectively.

The analysis of the most effective strategies allowed us to iterate, adapt and vary our creative content across ad campaigns, reflecting in the substantial increase in sales and orders within less than five months.

By employing this comprehensive approach, we not only increased sales and revenue significantly but also gathered valuable data on the types of creatives that resonated most effectively with the audience on the Meta platform. These insights helped inform future campaigns and refine the creative strategy, ensuring continued success.

After several months of working with us, they decided to make the jump into taking their marketing in-house. However after seeing a dip in performance, wanting to branch out into new products & with Q4 around the corner they decided to reignite a partnership with us. After taking their marketing in-house they quickly saw a drop off, with sales decreasing 24%, website traffic decreasing 11% & total orders down 35% in comparison to the previous two months working with us.

Shortly after expanding their product range into at-home Saunas - they highly valued the extensive testing and learning within the account we had done making us able to quickly test the right strategies & creatives and begin scaling quicker than usual than what it may have taken someone new managing the account.

The main aim here was to profitably increase sales. Taking the brand to the next level & dominating the health and fitness industry, whilst staying ahead of competitors, as at the time of joining with us - new brands offering similar products were popping up and we wanted to ensure we would be at the forefront of the market.

PAIN POINTS

Building upon the strategies that yielded success across the year, we maintained our focus on optimising creatives and identifying "winning" ads. Helping the brand achieve an astounding 1100% increase in sales compared to the previous year, resulting in a substantial influx of 121,000 customers, with an in platform ROAS of 3.5 (Meta).

With such exceptional results throughout the year, we are eagerly anticipating what lies ahead and the boundless opportunities that await the brand in the final months of the year and 2024.

Reflecting on the year of 2023, we can proudly observe the remarkable results we accomplished for the brand, with a momentous impact on growth over the year of 2023 - which will pick up astronomically as we head into the weeks of Black Friday and beyond.

How did we do it?

First up we needed to become aligned with key business metrics:

MER (Marketing efficiency ratio)
CAC (Customer acquisition costs)
NCAC (New customer acquisition costs)
LTV (Lifetime value)
AOV (Average order value)
CVR (Conversion rate)

Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale finding new customers.

So our aim from the get go was to use the little existing data already on the ad account, combined with our strategies to find new customers, audiences and markets that resonated with the brand best.

That made the next few steps easy:

Build creative strategy

Increase creative volume

Increase copy volume

Iterate on winning creatives

Restructure the ad account to best practices

To gain new customers we knew it would come down to reaching new audiences with new creative and creative iterations.

We introduce a data-driven approach to marketing. We don’t just throw sh*t at the wall and see what sticks. We test to learn with every creative we push live.

If you want to scale your revenue… you’re going to need to scale your ad creative to enable growth in the most efficient way. Your ad spend per day will dictate just how much creative you need.

Most brands out there don’t realise how greatly copy can affect your ad results. This isn't just copy in your ads but also on your ads… Think headlines, hooks, USPs, feature callouts, ‘us vs them’ and so on.

Absolutely key. Learn from what works and create more. Learn from what doesn’t work and save time and effort instead of creating similar assets that won’t perform.

We’ll run through more detail on this in the next section.

We inherited an ad account that had:

• Little data to work with
• To many campaigns Way to many ad sets & creatives
• No naming convention
• No creative feedback loop

Main points to note:

Rinse and repeat this strategy across multiple regions to help with faster scaling.

Ensure you have a dashboard or key metrics set up to help you monitor incremental lift across the business.

Attribution is trash. The best bet is to pick one solution and stick with it.

Making decisions across 2 or 3 different platforms (analytics, Triple Whale and in the ad account) makes absolutely no sense.

Ad Account Overview

• Consolidate :

• Stacked interests and LLAs, broad targeting :

• DPAs (especially for fashion) :

Stop overcomplicating your ad accounts. Your main lever here will always be creative. Focus on your creative feedback loop. Listen to the data!

These audiences absolutely slap. If you’re not already testing them, I suggest you do so from today.

Within the fashion and apparel market, DPAs consistently perform well and are notoriously good at holding a very high level of spend.

• Heavy on creative testing (absolutely key) :

“But it's not on brand”. Let me tell you what is on brand… making money. Go heavy on creative testing and put your opinion (ego) to one side and just listen to the data!

You need to be spreading across all formats. Single image, video, reels, stories, etc. Build an asset for each format, not just for one format.

• Heavy on all creative formats :

• Open up a creative feedback loop :

Listen to the data. It’s that simple. Your audience will tell you what they like with action (£££). The machine will tell you what it likes with action.

• Iterate on what works :

When you find a winner, find out why it’s a winner. Then go out and get more of it.

When you push new creatives into your scale campaign, be sure to push the budget with it.

• Scale in your winning campaign :

BFCM 2023

Our first Black Friday with the brand saw some astronomical results, with this particular client pushing their Black Friday sale over the whole of November.

Generating £4.3million in revenue (45k% up YoY), with over 23,461 orders (17k% up YoY).

Over 1.2million store sessions took place during this timespan, with new and returning customers eagerly shopping their Black Friday sales.

They began by pushing a Buy X get Y free offer, then adding an additional save 30% off sitewide later in the month over the Black Friday week.

The messaging within ad copy & creatives was solely focussed around the amazing deals.

Using performing creatives and merging them with new messaging.With us now moving into the festive period with an influx of new customers- we cannot wait to see what the remainder of 2023 and the start of 2024 has in store for the brand.

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