Cult Personal Care Brand
Paid Social Prospecting / Account Supervision
Adlucent
Jan 2023 - Aug 2023 (ongoing)
This sustainable personal care company had scaled successfully without advertising for over fifty years, and approached Adlucent in early 2023 for their first dive into the world of digital ads with an intent to prove social prospecting value.
Since then, my team has owned and secured the paid social pitch with pride, built strong relationships with our POCs, coached the client through creative generation, reporting tools, out-of-scope SEM analysis, questions like ‘what is an attribution window’ — and we’ve successfully proven to their c-level stakeholders that Meta ads drive substantial revenue.
Pitch & First 90 Days
My team took a deep dive across the competitive landscape and emphasized integrated marketing strategies that the client could utilize across channels in their new advertising effort.
I led build out of comprehensive technical and reporting integration, paid social campaign launch and first-90-day plan.
Shifting focus from the brand's existing organic social presence to their new investment in sales-generating paid social required an initial diagnosis of creative elements.
A new product offering, chocolate, necessitated a separate framework of value proposition testing.
Early Media Planning
Early Media Planning
Early Media Planning
Multi-Channel Attribution
From the beginning of the engagement, the client was intent on utilizing universal attribution to understand the customer journey across channels, but was quickly buried in data from a 3rd party reporting provider.
My team worked closely with the 3rd party to curate actionable, ongoing analysis that could be understood by all levels of leadership.
Reaching a wide range of new customers with a diverse array of formats and value props was critical in phase one. We analyzed creative individually and in segmented aggregates to optimize second phase creative generation.
By the Metrics:
Bottom Line.
With a focus on first-time buyers only, the business experienced stable revenue growth in 6mo and operates on a >2.0x new-buyers paid social ROAS. Plans have been made to scale budgets 4x in 2023, with an emphasis towards increasing AOV on new product categories.
Scale.
A new product launch in Q3 was supported in majority by paid social efforts, which lifted all-channel site revenue 176.7% Q/Q and generated a site traffic uptick of 26.3% amongst new-visitors.
Market Share.
Continuing to nurture an engaged organic social community with investment in paid media contributed to an increase in viral success within engagement-focused and revenue-driving campaigns.
Creative Learnings.
From day one, my team hypothesized that UGC-style (vs. aspirational studio) creative would improve evergreen ad performance. Providing testing and weekly analysis to support this has deepend client’s creative strategy and improved revenue and engagement outcomes.