From $1K/Day to 8K/Day With Only 2 Creatives
The challenge
- Scale revenue through Facebook Ads and increase blended ROAS
- Scale creatives production and increase ads win rate (% of creatives that become best-performing ads in the ad account)
- Amplify creative variety to include all main buyer personas and angles in their ads
The result
- 472% revenue boost
- 55% increase in ROAS
- 798% rise in net profit
What you will learn from this case study…
- The importance of research behind a winning creative
- Using a “hands-on” approach while working with creators
- Creating attention-grabbing hooks and using formats that keep viewers engaged
Introduction
Our collaboration with this pet e-commerce brand started with comprehensive research.
After an in-depth analysis of the past performance, competitors, and market, we determined the types of creatives and formats that would best fuel the growth from €1k/day to an impressive €8k/day.
Our creative strategy led to a massive surge in both revenue and profitability. Let’s break it down in detail.
Research
As always, research played a pivotal role.
Our deep dive into the pains, dreams, and needs of the ideal client profile allowed us to create authentic messaging that resonated deeply with our target audience.
For example, we started using the term “pet parents” effectively which resonated greatly with pet owners, especially those looking to buy products for their dogs.
Pre-Recording Procedures
We started by getting all the information we needed to make a great ad.
First, we put a lot of effort into writing the script. We shared it with our client before we started filming to make sure it was a good match for the brand and the product.
At the same time, we looked into which creator would click best with the audience. After looking at our research, what we knew about the brand, and what was going on with competitors, we chose a 30-year-old woman with her Golden Retriever to be in our ad for this pet product.
Creators and Recording Best Practices
In this particular case, our methodology played a pivotal role in the success of these creatives.
Before any recording commenced for this project, our dedicated filmmakers were intensely involved, ensuring that we did not compromise on the quality or the quantity of the videos, establishing a robust understanding of the scripts, the products, and the brand ethos.
The scenes were meticulously filmed with actors and filmmakers focused on optimizing every aspect of the creative process. We always prefer to shoot the content ourselves or work with creators who have been rigorously trained by our team to guarantee perfect filming and lighting conditions.
The problem with many UGC ads is that brands and agencies just send products to the creators and hope for the best.
For this case, we:
- Provided comprehensive briefing: We ensured that the actors had a 360° view of the project, immersing them in the brand and product nuances.
- Optimized quantity and quality: We captured a plethora of scenes, including additional ones, which allowed us the flexibility to create multiple variations and test different hooks, as having multiple creatives is crucial for Facebook ads.
- Tone consistency: We paid meticulous attention to the actors’ tone of voice for each scene, ensuring it aligned perfectly with the brand and resonated with the audience.
This dynamic interaction between our actors and filmmakers enabled us to craft multiple successful creatives right out of the gate for this brand.
The Winning Hooks and Formats
Both creatives that led to our client’s success followed the same pattern:
First, an attention-grabbing hook. The first one was problem-centered, addressing a common issue we noticed, while the second one was educational. This one used the “3 reasons why” hook, explaining a common dental care problem for dogs and why our client’s product is the best solution to it.
Later, both the quick cuts and scenes with the product in action gave the audience a clear view of the benefits of each product while keeping them engaged. This was reflected in both the hold rate and avg play time.
Conclusion
- Diving deep into what the customer needs helps make ads that really hit home, driving more sales.
- Working closely with the actors meant our ads were top quality and really spoke to our audience, making them winners.
- Variety and quality in ads are crucial.
Filming lots and with care allowed us to try different things and find out what works best.
Mixing deep research with carefully made ads and trying out different things was the winning recipe for boosting our client’s sales and profits. For brands wanting to go big, it’s clear—knowing your customers and making good ads that speak to them is the way to do it.