- Revenue up 591%
- Orders up 572%
- Conversion rate up 113%
- Online store sessions up by 216%
Background
Vampire, a Los Angeles-based brand, has been crafting gourmet wines since 1988, blending tradition with a touch of intrigue. Known for their distinctive approach to winemaking, they’ve cultivated a loyal following and a reputation for delivering exceptional quality in every bottle.
Vampire approached us in July 2024, seeking a solution to their stalled growth. Despite ambitious goals to 3x their revenue, progress had come to a standstill. Their challenge presented the perfect opportunity for us to step in and reignite their momentum, turning their goals into reality.
Our strategy focused on developing a custom creative approach centered around Vampire’s hero products and winning offers. We crafted powerful imagery and engaging content that effectively conveyed the brand’s key messages, capturing attention and driving results.
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 doubled orders within just 5 months but also gathered valuable data on which specific creatives resonated with their customer.
Huge focus on creative strategy
The primary challenge was an overreliance on a small set of winning creatives that had become fatigued. We recognised that refreshing and expanding the creative strategy was essential to revitalizing the ad account and driving profitability.
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
- Lack of creative testing/ content production - Creative fatiguing too quickly
- Creative doing product an injustice - Lack of focus around key angles/ value propositions of the products
- Neglected ad account - Very little optimisations happening leading to inefficient spend
- 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 strategyCreative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy
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.
