- Revenue up 262%
- Orders up 207%
- Ad spend profitably 5x’d
- Online store sessions up to 144%
Background
Founded in 2018, Ink & Drop is a family business, born from a passion for all things interior, and in particular, unique, cool art prints.
Ink And Drop approached us in June following a challenging period of declining sales and underperforming ad campaigns. They were overspending significantly on Google with incorrect tracking and running highly unprofitable campaigns on Meta.
Our process involved creating a custom built creative strategy centered around hero products and winning offers, that effectively communicated the brand’s key messages through powerful imagery, and engaging content.
We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CAC/ ROAS. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.
By leveraging this approach, we not only tripled sales but also gathered valuable data on which specific creatives resonated with their customer.
Focus on new customer acquisition
Something we had noticed in our initial audit, was a huge over reliance on a slowly lapsing customer base, and a pressing need for new customer acquisition. It's impossible to scale a brand on retention alone.
Holistic measurement
Tracking the correct business wide, holistic metrics (not just living inside of the ad account):
MER (Marketing efficiency ratio)
CAC (Customer acquisition costs)
NCAC (New customer acquisition cost)
AOV (Average order value)
CVR (Conversion rate)
Revenue up 208%
Orders up 258%
Ad spend profitably scaled from £2k per day to £10k per day
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.
Pain Points
- Over reliance on existing customer base making it incredibly difficult to scale
- Lack of hero products/ winning offers identified
- Lack of creative testing/ content production - Creative fatiguing too quickly due to spend being at a decent level
- Creative doing product an injustice - Lack of focus around key angles/ value propositions of the products
- Super consolidated account
- Having a testing/ scaling CBO campaign for each winning product - This keeps the account consolidated and removes all wastage
- This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
- Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.
We implemented the following:
- Creative testing volume increased to testing minimum of 30 new assets a month (strategised and produced by our in house team)
- Product/ offer testing to gain an understanding of what products moved the needle and appealed the most to new customers
- Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy
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Hear from our partners
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
