Healthy Breakfast & Snacks
Distribution:
Online & Offline
Key Objective:
Driving a higher return on ad spend (ROAS)
Areas of Work :
Data analytics, digital advertising, email marketing, content strategy
Business Challenges
Pricing and Value Perception: The products were perceived as too expensive and without providing sufficient value for the cost, the brand struggled in persuading new customers to purchase.
Lack of Social Proof: The absence of social proof such as customer reviews, testimonials, and positive user feedback led to scepticism about product quality and effectiveness amongst new customers.
Ineffective Ad Content: The ad content was ineffective in encouraging purchases due to poor design and unclear messaging.
Limited Tracking and Analytics: In absence of proper tracking and analysis of ad performance, it was difficult to optimize campaigns and improve ROAS.
Inability to Leverage Machine Learning Algorithms: These algorithms depend on conversion data to learn and enhance their performance. Without adequate conversion data, they cannot effectively refine audience targeting, optimize ad performance, or allocate the budget efficiently.
Key Initiatives
Enhanced Perceived Value Through Competitive Research: Conducted in-depth competitive analysis to better understand the market positioning. This led to a more effective communication of the brand's unique selling points, enhancing perceived value without altering pricing or packaging.
Customer Review Incentivization and UGC Utilization: Implemented an automated system to encourage customer reviews, complemented by a rewards program. Also integrated user-generated content (UGC) in advertising and formed collaborations with influencers in the health and wellness field to strengthen social proof.
Refined Ad Messaging Based on Target Audience Insights: Carried out extensive market research to pinpoint the key motivations of the target audience. This informed a sharper, more appealing ad messaging strategy, ensuring ads resonate more effectively with potential customers’ needs and desires.
Server-Side Tracking Integration for Enhanced Data Accuracy: Adopted server-side tracking by integrating Meta and Google Ads platforms with the client's server. This approach minimizes data loss typically associated with browser-based tracking, leading to more reliable conversion path insights.
Results / Impact
Achieved > 300% growth in Return on Ad Spend (ROAS).
This substantial increase in ROAS not only made their Google and Meta advertising campaigns profitable but also marked a pivotal turning point in the client's digital marketing journey, demonstrating the power of a well-coordinated, data-driven, and customer-centric marketing strategy.