Our client offers adaptive clothing for disabled & seniors and has been in business since 1930. They are an industry leader looking to see faster YoY revenue growth and capture more market share using paid media in a multi-channel growth system.
Prior to our engagement, they focused solely on search marketing and they were struggling to increase their return on investment and scale their user acquisition efforts.
Their previous team focused on inbound marketing with branded search, but ignored paid social media completely.
Because our client was targeting a senior audience, they made assumptions that were not 100% accurate in terms of new user acquisition, like paid social wouldn't work for senior audiences.
Specific business category needed a boost on recognition to educate users about their niche senior adaptive clothing, a solution that could connect strongly with their audience with the right message.
We launched Facebook ads to diversify their growth channels, using a combination of dynamic ads, UGC video and promos resulting in a 671% increase in purchases.
By adjusting their audiences to target more broadly we were able to reduce their CPMs. Also, since their audience were seniors and not the costly 20-40 women demographic our targeting strategy was ideal to reduce costs faster.
At first, we scaled slowly and focused on proving to our client that paid social was a profitable opportunity for their brand, and once trust was gained we were able to scale more aggressively.
We launched on Q4 2021 and added Facebook to their marketing mix. We optimized the campaigns strategically to ensure we would turn the channel profitable before scaling.
By Q2 2022, we gained trust on the channel for the brand and started scaling our campaigns to boost profits while maintaining a +3x ROAS.
On Q3, we continued to expand our multi-channel strategy and started testing TikTok Ads to boost the user acquisition efforts and hit the revenue goals.
We launched dynamic ads, user-generated content (UGC) videos, and targeted promotions to increase revenue by targeting new audiences, relying on strategic testing of creatives, audiences, and angles. Every test was meticulously tracked, with full client visibility, enabling us to optimize our strategy continually and meet the brand's revenue and marketing efficiency ratio (MER) goals.
The combination of our tactics helped the brand scale their overall conversion rate over the previous period.
The boost in overall revenue over the previous period was our main goal and the north in our optimization strategy.
Scaling facebook campaigns and making it one of the primary revenue channels was the key to ensure a sustainable growth for this brand.
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
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Duncan Street
Co-founder, Qeepsake
A breakthrough service created to help clients multiply their results from search by delivering 2 years worth of content in 12 weeks.
